Any conversation within the European marketing community is soon turning to the general regulation on data protection. The imminent GDPR introduces new data protection rules, announcing an unprecedented level of consumer protection. Going into effect in May of next year, the specific targeting of individuals without express permission will be outlawed.
All global brands wishing to engage with Europeans should consider this change. At present, if a customer knowingly contacts an American company, European data protection legislation does not really apply to them. However, once the new GDPR comes into effect (May 25, 2018), European data protection laws will apply to US companies, so that they will have to comply with all the requirements of notification and storage / retention obligations.
This could prove to be very expensive. But did you know that any brand that drops a cookie on Europeans visiting a website could fall foul? This is why some US companies are considering setting up firewalls to prevent people with EU IP addresses from accessing their websites.
It's a bit of a minefield – and it's easy to feel insulted. After all, smart marketers are doing everything they can to put the customer first. Thus, we reconquer intuitively when more bureaucracy is introduced. Are not our tasks tough enough to start?
But on reflection, maybe it's not so bad.
Consumers are wary of the "Cookie Monster & # 39;
Remember why the law changes. Our customers ask for it. They are fed up with being targeted with irrelevant advertisements, disappointed when their favorite brands fail to understand them, and afraid to be hunted on the Internet by the "Cookie Monster".
Privacy and consent are, sadly, important news that cause distress and concern in our communities. We should be aware of our responsibilities and the privilege of communicating with our audiences. Maybe it's time to kill the Cookie Monster!
The current legislation was created for a different age. Data now plays a much more central role in our marketing efforts.
Consumers currently lack confidence in the protection and use of their data. It is therefore not surprising that a survey conducted by Unicom's Macro 4 division revealed that nearly two-thirds (62%) of UK consumers would like tighter rules on data collection and monitoring their behavior online. click and the purchases that they make.
Yet, we love when the brands we choose understand who we are and what we love. Major service brands such as the Ritz-Carlton and Fairmont get good results when they remember your name and your preferred room choice, but if you've agreed to signing up for your room first to a loyalty card. The exchange of value is equal. However, if you walked into the hotel for the first time without the loyalty card, and the receptionist knew all this, the experience would be as scary as the Bates Motel.
In recent years, marketers have gone to great lengths to collect and store data – all data – as much as possible! We became data hoarders. It has become a challenge to see the forest for the trees.
GDPR is an opportunity to rebalance and focus on the quality of this data. Focus on improving communications – better creativity, messaging and media placement through targeting.
An opportunity to focus on quality
Marketing has long been a mix of art and science. The advent of GDPR is an opportunity to refocus on the quality of marketing content, offering a more relevant, transparent and personalized experience for the customer.
Marketers will rediscover their creativity, producing more exciting, engaging and innovative campaigns.
Once the GDPR is applied, it will no longer be acceptable for brands to follow consumers with advertisements based on old and perhaps archaic cookie behavior.
Instead, brands will engage the right consumers, based on their current behavior, by identifying the right context for their message. For example, instead of selling shoes to a customer because he was looking at shoes a few days ago, marketers will be able to communicate with consumers when they will examine shoes at this moment . more relevant to the customer.
For all marketers – in the US, Europe, and around the world – GDPR is the catalyst to rediscover ways to re-engage the customer, restore trust, and provide better marketing opportunities.
The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.
About the author
Malcolm Cox is marketing director of Grapeshot, a role he has endorsed after gaining experience in the media, music and agency fields. Malcolm spent thirteen years working with the music and media company Emap, where he created the Magic brand and launched Kiss – both radio stations – and the weekly revitalized music magazine Kerrang! After Emap, Malcolm founded the Naked Lunch brand activation agency. Here, he has created an award-winning work for Sony, Nokia, Kickers, IKEA and Nike, staying at the Naked Group as a director after selling the agency in 2008.