Customer data is the key driver in most marketing decisions, from which social platforms are used to how leads are nurtured. No one makes assumptions anymore – today, marketers have become reliant on customer information to achieve campaign objectives.
So what happens when they're forced to change the way they collect and use data?
The EU's General Data Protection Regulation (GDPR) has done just that and naturally, many marketers are worried. But is their fear justified? We take a closer look at this new legislation and its impacts in Australia.
There should be another Bank Holiday this year, to get back the time spent deleting GDPR emails.
— Pundamentalism (@Pundamentalism) May 28, 2018
What is GDPR anyway?
GDPR is a new data protection law that has increased obligations on organisations that collect data. For many, this means a major overhaul of data collection and usage practices.
What's behind GDPR? Unfortunately, marketers are a big part of the problem. Widespread misuse of customer data has led the EU to take this firm stance on data collection. Practices like selling mailing lists and unauthorised customer opt-ins will no longer be tolerated under the new legislation.
Should Australian marketers be worried about GDPR?
Australian businesses will need to comply with the GDPR if they:
- Have a presence in the EU,
- Offer products/services in the EU,
- Collect data of people in the EU.
GDPR has come into effect recently after Australia's own Notifiable Data Breaches (NBD) scheme, which regulates how organisations handle data breaches. Naturally, this legal emphasis on privacy and security will change the way marketers handle data in a few key areas:
Under GDPR, marketers will have to be much more deliberate about customer opt-ins. Pre-checked boxes, for example, will no longer be sufficient to include a customer in your mailings.
Marketers will also need to communicate to customers exactly how and when personal data will be processed and for what purpose. This represents a significant shift in the way organisations gain consent from customers.
Before communicating with existing databases, marketers will need to ensure that all data is in line with GDPR standards.
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