The positive impact of GDPR on marketing - GDPR series

The positive impact of GDPR on marketing - GDPR series

27th February 2018 in GDPR

With GDPR coming into effect in only a few months’ time (on 25 May 2018 to be exact), we’re sure that you’ll have heard about the impact that it will have on marketing. But while some might be citing GDPR as the beginning of the end, we see the new regulations as a much more positive opportunity for marketers.

Stronger relationships

One of the main areas of concern for customers and brands alike is trust. Marketers need to build trust to obtain customer data and successfully promote their businesses, and customers need to trust a brand in order to feel confident investing in them and handing over their personal data.

A lack of clarity over how their data will be used by organisations is a key reason why customers are often reluctant to provide their personal details. Under the GDPR, this should all change.

You (as an organisation) will need to use privacy notices with plain, easy to understand language to clearly explain why you’re collecting someone’s personal data and what it’ll be used for before they give you it (learn more about privacy notices here).

A study by the Thurgauer Institute of Economics concluded that “transparency leads to an increase in the individual’s willingness to share personal information as [they are] able to see and assess the collected information and the possible use of it.”

Simply put, as you become more open and honest about how you use your customers’ data, they will feel increasingly confident in providing that data, levels of trust will improve, and the relationships you have with your customers will strengthen.

More accurate data

Because the GDPR impacts both new and existing data, companies will need to analyse their existing databases to make sure that they only have (and only use) data that is accurate, up to date and relevant.

No longer will you be able to send your email newsletters to everyone who’s ever showed an interest in your business - if you’re using the basis of consent, unless someone has actively and decisively signed up to receive direct marketing, they will need to be removed from your subscriber list.

While this might seem pretty frightening at first, don’t worry too much.

It’s no secret that using high quality, accurate customer data will always have a positive impact on marketing campaigns. Customers expect to receive services that recognise them as individuals, so it’s important to have up to date information on each of your customers that enables you to segment your lists and make sure that you are only sending emails that are relevant to the recipient.

So because you will only be sending relevant emails to active customers and people who have a genuine interest in your organisation, you should see higher engagement and conversion rates, lower costs and, ultimately, higher returns on investment.

GDPR will force marketers to work harder and more creatively to earn their customers’ data. So while these are not the only opportunities that will arise from the new regulations, they are definitely two of the main positives that we’ll be seeing in the lead up to and after the May deadline.

More information on GDPR and how you can prepare for it can be found here:  

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With GDPR enforcement just around the corner, businesses across Europe (and the world) are assessing the ways they collect data, and the privacy notices that sit alongside them.

In our summary of GDPR and how it will affect digital marketing, we mention the importance of using privacy notices on your website. So now you know that you need one, we’re ready to delve deeper into what a privacy notice actually is…

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