What is GDPR? And what does it mean for digital marketers?


Understanding Digital Marketing

Today’s businesses, whether it is big or small, also depend on on the help of technology. Almost every company depend their daily operations on the use of technological advancement such as computers, internet connection, printers, applications, and file storages. For attaining efficiency, effectivity, productivity, progress and success, firms opt to adapt into this fast changing world by means following the fundamentals of marketing management.

In reality many kinds of marketing tactics can help you be the topmost competitor in the market, but only digital marketing can give you the assurance of a long-term growth both for the business and the entrepreneurs. Digital marketing is the art of promoting and selling products or services by intensely influencing marketing strategies such as social media marketing, search marketing, and email marketing. When you say digital marketing it sums up with the use of digital technologies, generally the internet, of course through the use of digital mediums such as mobile phones and display advertising. It aims for the optimization of public relations and cope with today’s fast innovation.

Knowing GDPR

What is GDPR? The acronym stands for General Data Protection Regulation. It is a new regulation that just came into effect last May 25, 2018. GDPR was created to replace the 1995 Data Protection Directive in order to deal with the current stage of digital age. It was established by the European Commission and essentially was designed to give citizens of the European Union more control over their personal data while also making sure businesses can obtain the maximum benefits of the digital economy. 

How will GDPR affect businesses?

Businesses that collect information will be required to comply with GDPR. They must notify their customers any time they need to collect data and get a clear consent from the latter. If their data policy changes in any way they will have to start over and obtain consent again.

For big companies like Facebook, Apple, and Google this will be easy to accomplish. Because of their great and numerous resources these companies was able to update and manage their websites in order to assure that they comply with the new regulations. Facebook reengineer their site to provide a wide range of tools for their customers and help them manage their information.

Real challenge is for the smaller businesses that might not have the funds or tools to collect all the data they currently hold on their consumers. Business costs will surely increase, and not all business entrepreneurs have the training and key learnings to internalize the depths of data collection.

What does this mean for digital marketers?

First and foremost, GDPR will definitely affect your business if you process data from European Citizens, even if it is based outside Europe. American based business is not exempted from this regulation.

Digital marketers should be transparent any time there is a need to collect data from someone. You have to communicate clearly that you want to collect data, and them know openly how that data is going to be used. Gaining their consent while letting them choose to refuse or withdraw the same is very important. To win this challenge you need to be more creative in order to gain the complete trust of your website visitor.

Furthermore, collection of necessary data is restricted only up to the intention and its purpose. For example, it’s traditionally reasonable to collect information like a consumer’s name, email address, home address and contact information, but if you try to go farther that and collect information about their medical background or place of employment that data will most likely be considered unnecessary and put you at odds with GDPR. Collection of extra data is considered breach by GDPR. 

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