The 2018 General Data Protection Regulation (GDPR) was introduced to strengthen and unify data protection laws across the European Union (EU). It came out of growing concerns over individuals’ privacy and personal data protection. Privacy and personal data have become increasingly vulnerable due to advancing technology, widespread use of the internet, and the fact that data now flows across the globe.
Why bother about GDPR?
As a marketer, you want to protect customer data and maintain trust with your audience while running effective marketing campaigns.
GDPR matters because:
- It gives us, individuals, power. GDPR promotes accountability in a more and more digital world. While we share personal data online through social media, shopping, health apps, and countless other services, companies collect vast amounts of sensitive information. GDPR helps keep our data safe and gives us better control over our data.
- As businesses, GDPR means that we need to adopt better data management practices. It is about security, transparency, but also trust, and ultimately – branding. Taking GDPR into account one can also avoid hefty fines that can reach up to €20 million or 4% of global annual revenue, whichever is higher. Beyond financial risks, there is the reputational risk. Customers value trust.
Top Five Guidelines for Better GDPR Compliance
Patrik Persson, CEO of Pinteg, shared 5 things a marketer needs to know about GDPR to be more compliant. Pinteg has developed software that helps companies stay on top of GDPR.
Master the Power of Consent: Opt-Ins Are Your Golden Ticket to GDPR Compliance
Master the Power of Consent: Opt-Ins Are Your Golden Ticket to GDPR ComplianceConsent is Critical
As marketers, we have to make sure:
- …to get clear, explicit consent from individuals before collecting or using their data for marketing purposes. The consent needs to be specific, informed, and freely given. Pre-ticked boxes or implied consent do not comply with GDPR.
- …we have opt-in forms and mechanisms that allow users to agree to receive marketing communications.
- …that every consent must be traceable. This means that we as marketers need a record of when and how we got the consent.
Unlock Customer Trust: How the Right to Access and Erasure Can Strengthen Your Brand
Unlock Customer Trust: How the Right to Access and Erasure Can Strengthen Your BrandRight to Access and Erasure (Customer Data Rights)
- You need to know that individuals have the right to request access to their data and understand how it is being used. As a marketer, you need processes in place to respond to these requests within 30 days.
- Know that customers have the right to request that their data be erased. Everyone has the right to be forgotten. Marketers must honor these requests promptly, ensuring that any personal information is removed from marketing databases and systems.
Less is More: The Art of Data Minimization for Smarter, GDPR-Friendly Marketing
Less is More: The Art of Data Minimization for Smarter, GDPR-Friendly MarketingMinimize the Amount of and Limit the Purpose
- Only Collect Necessary Data. Make sure you only collect personal data that is essential for the specific marketing activity at hand. For example, don’t ask for a customer’s address if it’s not necessary for an email campaign.
- Respect that you can use personal data for the purposes for which consent was given. If you’re collecting data for an email campaign, for example, you can’t later use that data for a different purpose (e.g., profiling) without obtaining new consent.
Say It Loud, Say It Clear: Build Transparent Privacy Policies that Convert and Comply
Say It Loud, Say It Clear: Build Transparent Privacy Policies that Convert and ComplyTransparency and Clear Communication
- Communicate clearly to users how their data will be used. This means providing transparent, easily accessible privacy policies that outline what data is collected, how it is processed, and for what purpose.
- Make it easy for users to withdraw consent at any time. Marketers need to include clear and accessible options for opting out of email lists or other marketing communications, like unsubscribe links in emails.
Stay Ahead of the Curve: Safeguard Customer Data and Handle Breaches Like a Pro
Stay Ahead of the Curve: Safeguard Customer Data and Handle Breaches Like a ProData Security and Breach Notifications
- Ensure that personal data is securely stored and processed. This includes implementing encryption, using secure servers, and ensuring that only authorized personnel have access to sensitive data.
- In the event of a data breach, marketers are required to notify the relevant supervisory authority within 72 hours and inform affected individuals if there is a significant risk to their rights and freedoms
