GDPR

Are you prepared for how GDPR regulations will change your marketing and website?

With the deadline being just around the corner, you only a few months left before your business needs to be fully GDPR compliant. Brandwork explores the key changes you should be aware off and how your marketing department needs to evolve as a result.

Goodbye Data Protection Act. Hello GDPR
On the 24th May 2016, the European Council introduced new legislation on data protection, unifying regulations across each of its member states to improve the rights of EU citizens and how their personal data is protected. You have until 25th May 2018 to be fully compliant. With only a couple of months to go, how ready are you? If not prepared, you could face sanctions from the ICO (Information Commissioner’s Office) such as large fines – depending on the severity of the violation – of up to £20 million or 4% of your turnover. The new regulations will have a profound effect on business systems, workflows and internal processes, and of course your marketing and how you require data and continue to communicate with your customers. Your website is one of the primary touchpoints with new and future clients. It’s often the first point of contact and where you collect vital contact data from enquirers. This means your website is on the front line when it comes to GDPR compliance.

Key Considerations (poss bullet point or section out) Consent – under GDPR, consent is now a major factor… Stricter rules mean consent has to be given freely, informed and specific to the use of the data. Pre-ticked opt-in checkboxes and vague references to terms and conditions will no longer be allowed, people need to be able to choose exactly what they do and do not give consent to.

Here’s an example of how you should require consent going forward. Consent form design needs to be created, will look a little like: https://www.ukfast.co.uk/your-guide- to-the- gdpr.html Can we recreate this within the document as an example, just make up a Brandwork white paper or something? While existing databases where consent has been given under the Data Protection Act, won’t necessarily have to be reviewed, moving forward, under the new GDPR regulations you will need to make sure all new data meets standards. GDPR’s new consent regulations mean companies must require separate permissions from the person to use their data for different reasons, such as marketing, support and maintenance. The company must also record when the consent was given with the tracking of consent a mandatory requirement.

Right to erasure – Customers now have the right to be automatically erased – alos known as the ‘right to be forgotten’. This is more than just the option to ‘opt out’ and needs to be catered for moving forward. Rights to access – Customers have the right to access information collected about them and a ‘right to explanation’. Upon request, companies must without charge, provide customers with a copy of their data and have one month to comply. Companies that use third party data handling services will need to review and clarify their contracts and ensure that whoever controls and manages data now meets the new regulations. Your company will be held liable for the processes of your suppliers. Breach notification – whether you’re a small company or large, it’s now mandatory to notify the ICO of any type of data breach – The regulator will then decide whether your customers need to be informed of the compromise.

How will GDPR affect your digital marketing?
There’s little doubt that GDPR is going to shake up the digital marketing landscape. So it is vital for businesses to ensure they are ready to implement the changes necessary to comply by May. Checking your website against the new requirements for GDPR is, of course, just one of the things you’ll need to do over the coming months to ensure compliance, but it’s an important and very visible step towards that goal. We would advise the following: – List and review your website and where personal data is collected – all forms, live chat, downloads, links, cookie permission etc. – Specify exactly how you plan to use a customer’s data and ask for consent on an individual basis.

– Do not presume consent by pre ticking any boxes. – Ensure privacy policies & T&C’s meet new regulation standards – Speak to any suppliers involved in data management to ensurecompliance is in place – Ensure processes are in place to collect, record and store data

Ready to Adapt?
GDPR will decrease access to customer data, this may limit marketers and their ability to target individual consumers based on personal data collected. Will GDPR mean the end of direct mail or eDM marketing? Only time will tell but ensuring your marketing is ready to adapt and shift to tackle this is of paramount importance. Exploring other digital channels to continue to build your customer relationships may be a key factor:

Remarketing, using Google’s Display Network
Most marketers will agree that a potential customer needs to see an advertisement several times before they connect with you or make a decision to buy – that’s why re-engaging with potential customers is so important and remarketing is a great way to do this. Using the Google Display Network, Remarketing is a clever way to reach and engage with people who have shown an interest in you, your products or services by visiting your website. Using Cookies, you can optimise your Remarketing campaign to position different type of ads on websites that your potential customer may visit, effectively following them around the internet during their browsing session.

Social Media and paid social
Social Media Platforms like LinkedIn, Facebook, Twitter and Instagram are still enjoying great growth records, with more and more people joining each platform every single day. Regarding maximising your reach via social media, paid social is a great way to place your brand in front of people at the right time and with increasingly better ways to optimise your ad for specific demographics, it makes this type of advertising incredibly cost effective. You’re also able to use social media to interact with potential customers like never before – using great content, fun images, graphics and videos, you are able to demonstrate and showcase your brand’s identity, vision and values which could help you to build a loyal following.

LinkedIn, in particular, has developed a variety of new tools for marketers to use to promote to members. Their Lead Gen Forms tool is one example, it provides advertisers with the opportunity to use pre-filled forms or data capture. These appear between a member clicking to view your content and reaching your content, removing the need for someone to complete a form on your site but still capturing their data. Need advise on how to adapt your website and permissions or want to explore other options for marketing to your customers – we’re here to help.