CYBER WEEK – Black Friday through to Cyber Monday around Thanksgiving in the US, and increasingly the days either side of these dates is becoming by far the most lucrative online trading period of the year. LawBriefs lawyer, Barbara Jamieson, recently wrote on our blog about some of the key legal aspects for making your business' Cyber Week a commercial success. Here we put on our marketer's hat and look at the impact of the European Union’s General Data Protection Regulation (GDPR) on some of those core marketing techniques that you have used for previous Cyber Week campaigns. The new landscape Only last year The Economist said that personal data was the new oil and the world’s most powerful resource. The ways in which businesses can use personal data in their marketing activities has been fundamentally changed with the introduction of GDPR, the new set of data protection regulations that have changed the face of marketing as we knew it. GDPR has also resulted in customers becoming increasingly aware of their digital footprint and personal information usage rights. These two things together have resulted in marketing teams now needing to be completely GDPR compliant in their communications efforts to acquire and use consumers’ personal data. What data is affected by GDPR? The EU has defined ‘personal data’ as including any information which can be used to directly or indirectly identify an individual or ‘data subject’. This includes information such as someone’s email address, name, age, photo and IP address. The Consumer view Interestingly, research recently conducted by Marketing Week has revealed that most consumers do not feel any better off in term of their personal data’s usage. When asked ‘What impact has GDPR had on your overall experience with brands?' 65% said ‘no change’. While over a third (36%) believe that companies have used their personal data without their consent since the introduction of GDPR. It’s not all negative from the consumer’s side, however, a recent survey by the DMA found that 73% of people agree that in today's online world there is an acceptance that you have to provide personal information in order to benefit from certain services. Advice for marketers Although on the surface GDPR may seem incredibly extreme in its scope for businesses, especially those operating on a smaller scale, there are a few practical, common-sense steps you should take to help you towards compliance. Marketers should really focus on these three specific areas to avoid problems:
Many businesses have needed to adapt and embrace remote working. For many, this can raise new working practices and question how data is managed wi...
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