25 May 2018
We all know that the GDPR deadline is today. We’ve all had more ‘opt in’ emails than we can count and most businesses are making last minute preparations for the new data protection regulation or working out the best maintenance plan.
So what happens after the deadline? Let’s face it, for any modern business, preparing for the GDPR deadline has been a long project, with a huge amount of work for many companies. But, when today’s deadline passes, maintenance is the key.
No longer is it about getting your ship in order, it’s about keeping it that way. Your years of preparation and planning for the deadline should without doubt include a maintenance plan to follow going forward.
How will you ensure the ongoing protection of data? How does that affect gathering marketing consent in the long term? We’re not talking about quick fixes, these are overarching behavioural changes that ultimately massively impact the way that we do business.
But that’s no bad thing. Whilst it has been a massive undertaking, we should of course be doing our utmost to protect our clients’ data and ensure that we are only sending them relevant information that they do want.
GDPR is driving creativity in marketing
The regulation means that we absolutely have to become more creative in our advertising. There’s no denying that for years we’ve relied on bulk messaging, sending emails and communications to mass lists. It’s a behaviour that marketers have developed as we learn more about customers and have more access to more data than ever. However, now – post-GDPR – the focus has to be on how your marketing brings the most value to the people you’re reaching.
When you look past the concern over GDPR, this is an opportunity for businesses to refresh their marketing approach and look at new ways to manage data whilst adding real value to the people they communicate with. The focus is all on the customer – it’s bringing us back to the basics of what marketing is, and that’s no bad thing.