PactSafe COO Eric Prugh and G2 Crowd CMO Ryan Bonnici hosted a webinar on the impact the General Data Protection Regulation (GDPR) will have on marketing. On May 25, 2018, the GDPR will become enforceable. It will require businesses to clearly state to users how their information will be used, gain consent to use their data, as well as provide easy access for users to update how their information is being used—or revoke consent entirely.
This is no news to the digital marketing world, as compliance with new regulations are quickly moving to the top of marketers’ priority list. In the webinar, Eric and Ryan take a deep-dive into:
- Why marketers should prioritize becoming compliant with the GDPR;
- Why you should look at the GDPR as an opportunity to be more strategic, versus a burden on marketing efforts;
- What you need to do to become compliant;
- Risks to identify that are subject to failing a compliance audit;
- Overall best practices.
Here’s a quick breakdown of these items; tune into the video below for the full presentation.
Why The GDPR is so Important, And Why You Should Care
The GDPR empowers individuals to control their personal data. This new regulation will impact the way marketers gain access to and use data for everything from email campaigns to chatbots. It’s the logical next step today's customer-centric, consumer-driven world. Businesses have a long way to go when it comes to rebuilding trust with customers. Even if a business hasn’t fallen fault to a data breach or something to that extreme, the consumer mindset is automatically on the defense. The GDPR helps put customers’ minds at ease by putting their personal data back in their control.
The GDPR is an Opportunity to be More Strategic
The GDPR will force marketers to start thinking critically about the personal data they need to create strategic campaigns. For example, marketers should only add customers to campaigns that they've consented to and only use necessary personal data and no more. Does your opt-in form really need 10 fields? Or, do you really only need their name and email? Make sure you honestly need all the data you’re collecting.
How to Become GDPR Compliant
The GDPR will require businesses to be able to provide proof of consent to process personal data. It is vital for marketers to align with legal department or other stakeholders to create a process for updating and tracking consent policies. Identify tools in your tech stack that can be integrated to create seamless workflows and track how data is shared across them. Understanding your workflow and processes thoroughly will help ensure compliance. For example, when a user revokes consent and wants their data forgotten, make sure you can trigger workflows that complete the request.
How to Identify Risks in Compliance
There are several examples of non-compliant methods outlined in the webinar video recap below, but here are some examples at a high-level:
- No pre-ticked boxes: Let your customers choose what they want to agree/subscribe to.
- Allow users to revoke consent: Have an area for customers to remove consent for their data, and also be sure you’re tracking this.
- Double opt-in is not the answer: Double opt-in may be part of a healthy marketing list practice, but on its own it does not track and document consent—it’s just an extra step!