The General Data Protection Regulation (GDPR) is something that every marketer should be aware of by now. Designed to give consumers greater control and transparency over the personal data companies are collecting and storing about them. The deadline is May 25th and with less than a month to go, any businesses that haven’t reviewed their policies and practises are rapidly running out of time.
Currently, the GDPR only applies to companies that possess data from EU residents, but many experts believe that it will inspire similar regulations to start emerging elsewhere once it is in place. Below are some of the things that marketers should be doing now to ensure compliance with the regulation before it’s too late.
Plan to Succeed
The GDPR is a new regulation and because of this, the best first step marketers can take in tackling it is to learn more about it. Once more is known about it, a clearer picture of how it will affect marketing plans can be built. Companies that don’t have the resources or time to do this can consider working alongside a compliance moderator to help understand it all. With them, they can carefully review their processing activities and privacy policies to ensure that any affected procedures are up to date and meet compliance mandates.
Even if you aren’t in the EU or don’t possess data from EU residents the GDPR will more than likely lead the way for future data privacy regulations around the world, so at some point, similar compliance policies could roll out in your region. To stay ahead of this, simplifying your data privacy policies so that customers can easily understand and trust their information to you will minimise any issues that could likely cause sanctions.
Reviewing Current Data
Making sure to take the time to audit your current data is something marketers should be investing their time in. It allows any holes in the data that may cause issues with compliance to be filled before sanctions can be put in place.
Keep Consumers Updated
Regarding privacy rights and policies, marketers should always be vigilant in their communications to clients/consumers. Announcing compliance with the GDPR across corporate websites and creating double opt-in campaigns for existing contacts is crucial for marketing success. Informing consumers in this way and keeping them up to date will re-establish consumer trust and force company accountability.
Tools and Technology
The GDPR requires every user to provide opt-in consent before marketers can mail, track or retarget users, because of this making sure to implement tools so user consent can be documented properly is very important. At the same time, users must have a clear understanding of who is using their data and what it is being used for – if they want their data to be revoked at any time these tools must be able to do this easily. An excellent idea for covering this is to design consent into all technical marketing touchpoints where personal data is gathered, this way consumer consent is always covered.
GDRP affects every part of a business, from the legal team to engineering, IT and marketing teams. It’s important that every team knows about it and their responsibilities surrounding it so that everyone can work together to ensure every touchpoint of GDPR is addressed to avoid fines.