Marketing is one of the most value-driving departments inside your organization. The marketing department not only interfaces with prospects before and after they convert into a customer, but it is also the mouthpiece for the messaging of the business and defines for the world what you do.
Because of the sheer volume of things marketing already has to keep track of, like lead generation goals, conversions, and campaign performance, a clickthrough agreement would be a helpful tool to implement in addition to the marketing automation tools marketers use daily like Hubspot CRM, social publishing tools like Buffer and CoSchedule, content indexes like AirTable, and more.
Between creating and activating content, marketing often has a short turnaround time between creation and execution. If this content is created by freelancers and/or agencies hired, there needs to be a quick and enforceable solution in place to record their acceptance of terms and when the role begins and ends. In this so-called “gig economy,” it is important to make sure that your contracts move as swiftly as your business.
May 25, 2018 was the last day to comply with regulations set forth in General Data Protection Regulation (GDPR). Essentially, this stipulates that users, customers, and clients must explicitly consent to terms that outline ways in which their data will be used and how your company can sell to them within digital spaces. That is, customers must opt-in to your emails, newsletters, and other forms of communication.
When a customer opts-in to your services by checking a tick-box (i.e., clickthrough), your marketing team should be collecting and tracking this consent the moment a person subscribes/opts in:
There are some best practices in place for presenting clickthrough agreements (like never pre-ticking them), but tracking consent for GDPR compliance adds another layer, like tracking when somebody revokes consent. The latter is a key piece marketers need to make sure they implement to be GDPR compliant. Not only will marketers need to provide users the ability to manage how their data is used (i.e., subscribing only to what they want), but they must also provide users the ability to revoke consent. Take a look at this article for how a consent management tool with your clickthrough agreement solves this problem.