Marketing and GDPR

By now we all know that GDPR is going to happen in May 2018, but what no one really knows is how it is going to affect marketing.

Personally I believe that it is a good thing to happen and in the long term will reap rewards for organisations that take the time and effort to become fully compliant. However in order to survive the short term marketers must have a clear plan of action.

Becoming GDPR compliant may bring into the question that you have and how you use that data. As a marketer can you explain clearly and logically what you are doing with the data, why you are collecting the data? Can you give these answers in a way that is transparent or do you have something to hide? Marketing has an enormously important part to play in the customer cycle, marketing is the link between the customer and the brand, if it about brand trust, then marketing builds and nurtures that trust, it is for this reason that marketing should be part of the cross functional GDPR team.

Depending on the company structure the responsibility for the database management and maintenance may fall within the marketing jurisdiction, however marketers need to know how the data is made up and the consent that exists for each contact, it would also be good to know the life of the data, is the consent under a time constraint. Under GDPR marketers should have a detailed knowledge of the data that they are using, they should also ensure that they initiate ongoing training for their team on how to handle and manage data.

So in the short term becoming GDPR compliant, will require a lot of checking, rewriting policies, perhaps re-consenting databases, checking data flows and running a data audit, it is an excellent opportunity to clean your data, improve practices and improve efficiency, which in theory should mean gaining value for the business and ensuring that your data works harder and more efficiently for the organisation.