Do you know what is GDPR? The acronym stands for General Data Privacy Regulation. In Portuguese this means general regulation of data protection. The GDPR influences not only Europe but the rest of the world.
That is because, the General Data Protection Regulation was created to ensure the privacy of data online citizens of the European Union. The GDPR was created in the European Union and now goes into effect, affecting all companies that hold data from their residents, anywhere in the world.
If your company handles data that alone or in combination can be used to identify an individual, it is affected by GDPR. Data such as name, IP, financial information, address, personal contacts, behavioral data on the WEB.
And that is why the new law also influences the digital marketing actions of companies. In this article you will learn more details about GDPR and how it can affect digital marketing strategies. Good reading!
What is GDPR and how does it work in protecting users’ data?
This is a comprehensive change in order to protect the data of users who use the internet, putting their data in the world online.
The new EU regulation for online privacy aims to put users first. This is because, they believe that these users should be protected and empowered, preventing them from being ignored or exploited by companies.
In this way, companies become responsible for their actions and must be transparent about how they use their personal data.
This is because many companies request the users’ personal data in exchange for “free services”. Who has not heard about the Facebook scandal that allowed data collection of millions of users to influence the 2016 US election?
GDPR comes right to fix this. Prevent companies from abusing data collection, for their own benefit, without the user’s permission. In addition, the GDPR also comes to give more clarity to companies, telling them how they should act.
If companies do not provide adequate information security to protect users’ personal data, they may be fined.
How does GDPR influence the digital marketing actions of a company?
Now that you have understood what GDPR is and how it impacts companies around the world, we can cover the subject further. Let’s understand how GDPR influences the digital marketing actions of a company.
In order for you to understand about your audience and plot actions based on them, you need to collect personal data from those people. But with the new regulations, this process gets a bit more complex.
This is because organizations should offer more transparency, security and accountability in collecting and storing this data. Thus, consumers will need to explicitly consent to the sharing of this information.
That is, it is not enough just to know what GDPR is, it is important to also know how it can impact your company. We list below some specific situations in which GDPR may affect digital marketing strategies.
Lead generation is still allowed. However, marketers will need to get users’ consent before personal information is collected.
In this way, this lead generation can only be done if it is really very relevant to the actions and the company segment. Automatic options and pre-marked boxes are prohibited.
If the data is collected through a form, it is important that the company makes clear the purpose of this collection. You also need to agree to the use of this information.
In this case, the consumer profile becomes more restricted. Confidential or unnecessary information can no longer be collected. Consumers also have the right to demand that their data be deleted at any time.
Purchasing and Email Marketing Listing
SPAM is completely banned. This is because GDPR understands that no consumer likes to receive SPAM. In this way, the consumer must agree to receive that e-mail. Do you know those lists of emails you bought? They are forbidden.
But in a way this is not so bad. After all, the company intends to send information about products and services to people really interested. When you make this submission without the consent of the person, your email is usually not even opened by going straight to the bin.
And that’s not interesting to your company since you will not reach the right audience. Therefore, GDPR comes so that your company strategies are really limited to just interested people.
The users win out and your company also, which will take a much more organized, efficient and relevant approach, adding and generating positive results.
Now you know what is GDPR and how the new regulations will influence digital marketing actions. See you!