Marketing

Why I think GDPR is a positive improvement to marketing, business & customer relationships

gdpr is a positive improvement

I want to follow up last weeks GDPR post with a note on what I think about the coming GDRP update (or what you call this). There is a lot of negative and fearful talk about the GDPR and I think this new improved legislation is actually a good thing. Here is why:

Unsolicited emails/marketing will have to stop – there is a shift within marketing from company focused to customer centric, some companies have not yet made that shift and is still utilising email address from customers that did not give consent. Not caring about if a person actually want to hear from them or not. There is no better way to alienate customers then disrespecting the them from the get-go.

This will force companies to actual be relevant in their marketing & communication – which means that if a company is still behind in adapting to the way of modern marketing there is now an powerful incentive to actually do so. In the end this will mean more relevant marketing and communicating, thus better results generated in the end of bot marketing budgets and other resources.

This will force IT & marketing departments to unite – as they should. Me thinks. As a online presence is now in many cases critical for a business, digital is not reserved for either IT or the marketing department, but relevant to involve all departments in.

Companies need to take responsibility for safety – as we trust more and more companies to store such vital information as for example our card details so customers can enjoy one-click purchases, which is really speeding up the path to purchase, a company need to take the uttermost care of their customers details. Not just credit or debit cards. Therefore having clear processes and protocols in place to handle and protect that data should be part of the fundamental hygiene tasks.

We are all paying with our personal data  – and everyone knows there is nothing that is free online anymore. We are all paying for the content, service or whatever it may be with our personal details. But when we don’t want to be part of something anymore, anyone should have the right to have their personal details removed from any records if one wish. And by being able to remove ones data, helps the company in question to keep their database maintained and the records fresh with customers that actually wants to hear from the company in question.

So in the end, what is so bad with taking responsibility for how you process your customers personal details, taking care, showing respect if someone wants to wipe their record, becoming more relevant and improving maketing and communication and last but not least helping your company to unite departments and remove silo processes within an organisation?

I do understand that preparing incurs both cost, time and resources that where not expected and there are still som uncertainty about what GDPR actually entails. But I think both customers and companies will benefit from this long term by taking proper responsibility.


Image: found via Google from Pinterest, no photo credit/source was stated.

What is GDPR and how it effects your business

gdpr-infograph-eu

The updated GDPR legislation from the EU is just around the corner, and it unites marketing, IT and legal departments across the EU.

Sine I myself work with data, marketing and communication, I’ve been keen to educate myself on tis topic and this is my guide to the very basics, need to know about GDPR and what you need to be aware of from the marketers perspective in regards to GDPR. Knowledge is as someone famous and clever said – is power!

I’m actually positive to this update of the law. And I will indeed follow up with a post covering why 🙂

Date updated: 16/10/2017

(I will continue to update this post as I learn and discover more facts, opportunities and resources on the subject of GDPR)


What is it?
GDPR stands for General Data Protection Regulation. It’s a European law (from the European Parliament so this only effects countries within the European Union) which purpose is to protect data for all the citizens within the European Union.

When does it start to take effect?
The new updated legislation was passed in April 2016 and it has a two years transition period and will start to take effect in May 2018. Hence all the recent awareness about the new legislation. The data protection directive was however already established in 1995.

How does it effect your business?
If you conduct business within the European Union, you need to comply with this law. So let’s break it down into smaller chunks;

 

Data

  • If you track IP-addresses and/or cookies – you need to comply with this law
  • Personal data – any data that has to do with people in any way, shape or form (from IP-addresses to mobile device identities)
  • People under the age of 18, you are not able to store data on (I’m unsure about this one, and I need more information)

 

Geography

  • Does this mean that this is everything you need to do and know when doing business/owning platforms within European Union? No, local data laws still complies, on top of this.

 

Marketing and communication

  • You need to ensure that your customer have made an active choice in hearing from you – that your customer/lead has actively given their consent for your company to use their data

At the moment of writing this, from a Swedish perspective, it seems like the regulation is unclear about weather the customers who have made an active choice before may 2018 to hear from your company – per say signed up for a newsletter, that you may keep that data after may 2018. Or if you actually need a renewed and updated consent from these customers.


Processes

  • Companies need to have a time stamp of the data and consent.
  • Your company are now required to document the life cycle of the data, your data processing process (for example profiling etc) and the namnes of people handling the data and ensure to keep updated contact details to reach them.

What actions do you need to take?

  • You need to look over all your policy and terms and conditions that are presented to customers and concerns both them and your communication with them.
  • Your company need to ensure that you store personal data in such a way that it’s encrypted, safe and that you have processes and protocols in place to protect personal data in a safe way.
  • You need to be able to ensure that your company can erase or transfer data, upon a individuals request.
  • Should your company handle large amounts of personal data your company now needs a Data Protection Officer.

What is the work-around?

  • If you have data that there is no way that you can identify and individual from. (NB – I need more background information on the particulars of this)

 

What happens if you do not comply to this or some of the points covered in the legislation?

  • Companies that does not comply with this regulation can get fined for this – the most severe fine is 4% of your company actual global turnover. Less serious breaches will only incuur 2% – of your company global turnover.

 


Useful GDPR resources:

HubSpots GDPR checklist.

This is  great checklist which even covers which department you need to involve for which step – GDPR Compliance Checklist from Latham & Watkins

The Guardian breaks down GDPR in a very informative article from a UK perspective.

The image above is from Tieto, which I think has made a great infographic covering the basics of GDPR.

The EU’s own overview of key changes 

Wired’s article about GDPR and what you need to know

The benefits of open customer journey mapping

I’ve previously written about creating a framework for marketing around a very basic customer journey containing four phases – see, think do and care which is a very basic but very useful in terms of planning marketing and communication focusing on the path to purchase.

Open customer journeys on the other hand, are a more in depth look at specific customer segments actual journey pre and post purchase.

(more…)

3 key insights for Youtube and how to use them

Youtube has become such a huge an important platform to be on. Here are three insights from Think With Google with a note on how to use these insights, in your own work with modern marketing.

Comment: Youtube is not just for the gamers, vloggers and make-up tutorials, however there is a large community of these types of personalities and channels out there. Try to put your biases aside and see the potential for the “older” target audiences. Video is equally if not more so, relevant and useful for them.

Comment: There is a new celebrity in town and that can well be the girl next door. Youtubers are in many cases more authentic and relatable then huge stars and there is no question about the new commercial power these Youtubers have. So next time you are launching a new product – how can you leverage influencers on youtube?

 

Comment: A behaviour that is now very common and is a phase that should be included in your marketing and communications strategy is the research phase. Recommendations, tutorials and reviews are imperative to your product success. So think about how to leverage Youtube when it comes to your products in your marketing efforts. Working purely with sponsorships of influencers will get you so far, think a step further – what magazines got Youtube channels? what videos can you make yourself and who do you need to get behind your product to get it out there.


IMAGES: made by Think With Google 

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