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In a world where we as consumers are constantly inundated with messages from the time we wake up until the time we fall asleep, it is becoming increasingly hard for marketers to break through all of the “noise” in order to make sure they are heard. One way marketers are able to connect with their target audiences is by using the wealth of personal data they collect to connect directly with those who appear to be the perfect match for their product or service. A wealth of knowledge that consumers freely handover, often times unknowingly.
You have likely heard or seen the acronym GDPR in the news or from services updates in your email inbox. But what does it mean? GDPR stands for General Data Protection Regulation and is a new policy established by the European Union (EU). In short, this new regulation is in place to help protect the personal information of those who live within the EU, giving consumers the control of what information companies have access to and how they are able use it. GDPR goes into effect on May 25, 2018.
GDPR isn’t just for Europe
If this new regulation is for the EU, what’s it to us? For one, under GDPR, the personal information of EU residents needs to be secure—no matter where that data lives. Meaning, if someone from the EU purchases something online from a business here in the United States, that U.S.-based business needs to ensure that the consumer’s data is secure and only used for the consumer’s intended purpose. GDPR has global implications for businesses of all sizes everywhere.
A unique set of challenges
This poses a new and unique challenge for marketers around the world. If the personal data we crave to pinpoint the “perfect consumer” is on lockdown, how can we do our jobs? The good news is many consumers will still willingly (and knowingly) provide us with the proper data in order to effectively connect them with our brands. And on a positive note: Those consumers that choose to share their information with us likely are very interested in our products or services and may create warmer leads than we’ve been used to in the past.
That said, it’s even more crucial for marketers to be transparent about what, why and how they are using (and gathering) information. Likewise, we need to be even more mindful of what our audiences truly want in way of communication and information and be on our game when it comes to pinpointing target audiences and demographics. We may need to dig deeper for the “right” people to engage with.
GDPR may not have a direct impact on your business, but it is never a bad thing to make sure you are in compliance anyway. We may see similar protocol here in the U.S. in no time.
One easy way to help ensure your business is compliant with GDPR is to make sure you have consent to use your contacts’ email address with a simple opt-in/opt-out form that you regularly update and maintain. This is also a great touchpoint to make sure you are providing the type of information your audience wants to hear/read and gives them the option to self-select the type of communication they want from you (or don’t want).
This is also an excellent opportunity to review the content you are pushing out to make sure it’s quality content that people want to see and engage with. Organic reach is not dead, but it’s definitely becoming harder and harder to earn. Get creative, think out of the box and as always, put yourself in your target audiences’ shoes in order to create content that they will appreciate and connect with.
Need help coming up with creative and meaningful content for your brand or business? Let’s connect and tell us how we can help.