GDPR – the General Data Protection Regulation – comes into force this week and the majority of businesses will likely be prepared. So, how will being GDPR compliant benefit their marketing function? For those who aren’t prepared, can they expect penalties? The UK DMA’s director of policy and compliance, John Mitchison, explains.
Sit up and take notice, says Tim Haynes – the latest news headlines surrounding alleged data misuse will mean even brands that collect and use data ethically and in good faith will struggle to persuade customers to trust them. Here’s some practical advice on building consumer trust – and how to put marketing ‘skulduggery’ firmly into the past.
The new GDPR aims to protect the personal information of consumers – but what does that mean for marketers who leverage that information to drive their businesses? Anthony Botibol shows how to personalise your marketing without losing the trust or the consent of customers – and without incurring the wrath of the GDPR law enforcers.
Industry bodies and publishers are taking action to combat online fraudsters, aiming to rout those who put brands’ reputations at risk. They are tackling ad fraud by developing better standards of best practice in digital advertising and are promoting greater transparency by increasing regulatory controls. Chris Liversidge discusses programmatic advertising and the problems that can cause, but says there needs to be a balance between introducing more rules to deter the bad guys, without defeating the industry’s good guys.
How can marketers navigate the details of the incoming GDPR to avoid legitimate interest pitfalls? In Recital 47 of the GDPR, legitimate interest is described as ‘processing of personal data for direct marketing purposes’, but these words have created the common misunderstanding that this means all marketing and even soft opt-ins. Guy Hanson says this is not the case and not all email marketing or all sending of direct marketing material is permitted. Here’s what the wording doesn’t say.
GDPR D-Day, May 25th, will usher in spring-cleaned and scrupulously hygienic databases, sparkling with freely-given consumer consent, supercharging the effectiveness of your marketing. Alison Smith says this GDPR new era of perfectly targeted customers will result in tangible benefits for the organisations doing business with them. So, what’s not to like? She has advice on how to move forward to deploy the principles of best-ever practice that are about to be enforced.
We are on the brink of a mega shake-up of data privacy rules – one that has caused a tsunami of stress and panic among businesses and organisations, all struggling to become compliant with the new General Data Protection Regulation in time for its May 25th deadline. GDPR will bite – very soon and very hard, but although there are plenty of negatives to be aware of, there are also many positives, says Duncan Hendy, citing an enhanced customer relationship as the ultimate reason for ensuring your database is squeaky-GDPR-clean.
MINT 2018 brought together marketing practitioners and experts from around the world to discuss the latest big issues of our industry – including the looming GDPR, innovation and disruption and the data economy. Here’s a snapshot of what they had to say.
MINT – GDPR: expert panellists were discussing the impact of the new data protection regulation during MINT, the major marketing summit event in central London. Philippa Donn was there to report back on their advice.
The EU’s General Data Protection Regulation (GDPR) comes into force in May, but many organisations still need to seek consent, ensuring individuals have actively opted in to the collection, processing and retention of their information. Sarah Taylor examines a study from SmartFocus which shows how the need for GDPR consenting affects organisations globally – and she discusses the optimum time to avoid GDPR unsubscribes.