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How GDPR will impact Marketing

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A lot has been happening around data breaches on social media in the recent times. GDPR (General Data Protection Regulation) has gained prominence for the way it is going to bring in radical changes in the market. For those of you who are not aware of what GDPR is all about, let me help you understand the crux of it.

GDPR is a European Union law aimed at providing substantial sanctuary to an individual’s data. Stern restrictions are placed on companies that possess personal data of people located in the European Union.

With the law coming into effect on 25th May 2018, It’s high time we as marketers understand the difference it would bring.

How to get ready for GDPR?
Audit Website

Firstly, conducting an audit of your website is a good start.

  • Ascertain the data you store, it’s source and with whom you share it.
  • Regulate the existing data you have concerning EU residents.
  • Audit your third-party service providers and assure they are GDPR-compliant.

Once you’ve finished the initial review, verify all the information to ensure you comply with GDPR. The next step is to prepare an action plan to update your privacy policy and methods for obtaining consent.

Update Privacy Policy

Update your privacy policy aligned to GDPR. Inform what data you collect, how you use it and third party service providers if any. Also, make sure you include the details to invoke the right to access personal data or the right to be forgotten.

Obtain Direct Consent

Once you define what information you collect or process, obtain direct consent giving a reason for collecting such information.

If the idea of how you might be collecting data is still clouding you, here are a few instances with some tips on how you can stay in line with GDPR.

Google Analytics

If you use Google Analytics, you might be collecting user ID/hashed personal data, IP addresses, cookies, or behavior profiling. In order to be in terms with GDPR, don’t disclose the identity of the data before storage and processing begin or add an overlay to the site where a user is given notice of the use of cookies and permission is taken before the user enters the site.

Email Opt-In

Make sure you have a checkbox on the subscription form wherein, the user agrees to everything they are about to subscribe. If your newsletter is using a tracker, put up a visible disclaimer before your user subscribes.

Affiliate Links

If you use affiliate links, you need to get consent for cookie usage. You can gain consent on an individual post or as an overlay. Consent must come before the visitor clicks the affiliate link because a cookie will be placed on their browser to track sales activity.

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Display Ads

If you have ads on your website from a third-party ad server, upon entering your site, users should immediately consent to your use of a third-party server that collects user data for advertising and marketing purposes. If your ad server uses cookies to gather data on the visitor for targeting purposes, inform visitors upon entering your site and get consent for using cookies for this purpose.

Contact Forms

Before users submit their information in a contact form, get their consent with a checkbox.

Comments

Before users can leave a comment, get consent by using a checkbox and disclose that your site will store their comments and, as needed, information relating to the comment such as the date and computer’s IP address. Let them know how the information is used. Also, include a reminder that some information may be displayed publicly, such as name or URL, if they’re submitted with the comment.

Product Sales

If you’re selling services or products to EU residents, only collect necessary information from your customers upon checkout and obtain explicit consent prior to submitting the purchase to let them know how you’ll use that information.

While this could be the first step in protecting a personal data breach, it could get a little wearying for the marketers until everything falls into place. Hope this article helped you understand GDPR better.

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