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Recent EU legislation is going to have a huge implications for all areas of business operations. The recent General Data Protection Regulation legislation from the European Union was created to replace the 1995 Data Protection Direction to provide consumers with better data protections. It will be especially impactful in regards to operations of business marketing departments. The new GDPR and marketing relationship is something that every marketing professional should familiarize themselves with to protect their employers and themselves. Learn all about the impact recent EU GDPR legislation will have on marketing in the post below.
What Is GDPR?
The General Data Protection Regulation is an EU law developed to regulate digital operations for businesses. This was done in efforts to provide consumers standard digital privacy protections across all nations within the European Union. These central digital privacy regulations will require businesses to build privacy components into all digital products and properties, including their address verification system. The EU General Data Protection Regulation is, simply put, a law that compels businesses to protect customer data. Obviously, this can have implications for all aspects of business operations.
Managing Email Opt-Ins
Managing email opt-ins is one area of marketing that will drastically affected by the GDPR. Businesses are no longer able to assume that consumers want to be contacted with digital communications. Now, business marketing email opt-in forms must allow consumers to express consent in a manner that is “freely given, specific, informed and unambiguous,” as detailed on the European Commission website. The European Commission website also states that email subscription opt-in forms must allow consumers to reinforce consent with a “clear affirmative action.” This is something to remember when creating marketing email opt-in forms. It is one of the most crucial junctions where GDPR and marketing come together.
Collecting Data
GDPR and marketing come together most importantly in the area of collecting data. Data collection operations are a standard part of any marketing plan. The GDPR requires businesses to only collect user data that is adequate, relevant and limited to what is necessary for the intended purpose of data collection. This is important to note when utilizing data collection to covert website visitors to leads. It is an area that could produce a lot of problems for your employer. That is why you, the marketing professional, need to take the necessary measures to hire freelance data entry professionals that will ensure that data collection is only relevant to a specific goal. As long as you do, you will be maintaining compliance with GDPR marketing guidelines.
Consumer Data Access
Under the new GDPR regulations, consumers must be allowed access and control to their data. That means that any marketing data collection you do, consumers must be able to access data. They must also be able to withdraw consent for data usage, and be aware of their own abilities to control their data permissions. This is something crucial for many marketing departments to note. Digital marketing strategies all include some component of data collection. Now, you must develop technologies and solutions to grant user access to their personal marketing data. You also have to provide them the autonomy to revoke data permissions from your company. Otherwise, GDPR and marketing practices in your department may wind up at odds in the future.
Data Misuse
Data misuse is going to be the biggest problem for marketing professionals to be wary of. Already, three businesses have gotten in trouble for a breach of compliance in regards to the misuse of consumer data since the GDPR implementation date. And, none of those cases wound up getting any pardons. These breaches come with a heavy fine. In fact, one of the companies already fined for breach of compliance was required to pay £70,000. Clearly, this is something you want to avoid for your employer. Remember to avoid any extraneous data collection and misuse of consumer data to ensure alignment between GDPR and marketing practices at your company.
Being a marketer is difficult, especially since the recent EU GDPR legislation. Now that it is in effect, marketing departments are scrambling to figure out where GDPR and marketing meet. That way, they can create new marketing procedures that comply with GDPR data guidelines. Use this post above to familiarize yourself with the new EU GDPR law. This post helps show you how GDPR affects marketing for business, so that you can adapt your professional practices. Good luck navigating the transition. This GDPR guide for marketing is sure to help make it a smooth one.
