The General Data Protection Regulation (GDPR) has knocked every digital resider’s socks off. The legislation was implemented on 25th May 2018 with an aim to empower the customers to have safe and secure data. It ensures privacy and protection from data breaches for all individuals within the European Union as well as the European Economic Area.
- Lawfulness, Fairness, Transparency
- Purpose Limitation
- Data Minimisation
- Storage Limitation
- Integrity and Confidentiality
Interesting right? This was a small brief about GDPR. Now the question is what impression it has created on the marketers and digital marketing. To begin with the former, many business owners wonder that with the enforcement of GDPR, the expense will swell a lot. Some of them even contemplate that GDPR may affect digital marketing services in a negative way to a great extent. Whoa, is that what you believe as well? Just for the marketers like you, we have penned down the exact impact of GDPR on digital marketing companies.
Discover the advantages of GDPR on online marketing and your notions will be turned upside down.
One of the prior effects on digital activities is on ‘implied consent’ or ‘soft opt-in’. According to the legislation, the consent has to be explicit. It is mandatory for every marketer to ensure a verification that an individual has chosen to opt-in to any communications and just not fall onto the rundown by default. Under this law, the businesses are able to email the users as long as that person has the option to opt-out of emails at the time of purchase. For example, checking the unchecked opt-in box on a form.
Since explicit opt-in has become a mandatory requirement, every digital marketer must ensure compliance of any online forms. These data capture forms are designed to collect specific information and are hosted in a way so that they can comply with GDPR.
Just like marketing with opt-ins have changed the overall picture for every B2C companies, it’s now the turn for every marketer to have marketing with authentic or legitimate interest. This implies that being a marketer, you can continue with email-marketing on an unsubscribe/opt-out basis. Such an approach allow you to identify the risks and take appropriate protective shields to ensure data protection. However, compare to consent approach, this marketing is not purpose-specific, provide more ongoing control and security over long-term processing, where the user may withdraw their consent, any time. In fact, it is very flexible and can be applicable to different situations.
Since every single user has the right to opt-out, under the GDPR legislation, users have the right to be forgotten. Under the ‘right to be forgotten’, you can no longer mark someone as “do not contact”, rather have to be deleted. Further, it is worth to note that, based on the users’ request data can also be removed from all related databases and platforms. However, all these will come into effect according to the way you manage your CRM.
According to the GDPR legislation, unless you provide an authentic verification for explicit opt-in, the marketers will no longer be allowed to add event attendee lists to a campaign.
Opt-ins again play a vital role while data creation or integration. For instance, if a new contact or a new field is provided by a third party and are supposed to be added into a database, it is mandatory to have opt-in. Whether it is importing contacts from a spreadsheet, linking a contact from a business card, integrating Sales Navigator contacts with your CRM, opt-in compliance is imperative.