In recent years, marketers have lived through the Era of Big Data, and the Era of Personalization, and now we are living through the “Era of Consent.” With the General Data Protection Regulation (GDPR) going into effect on May 25th, businesses will be required to protect the personal data and privacy of EU citizens. For marketers, this means updating your privacy policies, but more importantly, it means finding innovative new ways to connect with customers and gather consent to use their data in order to continue your “marketing relationship” with them.
How to Convince Customers to Share Data After GDPR
With the General Data Protection Regulation (GDPR) going into effect on May 25th, businesses will be required to protect the personal data and privacy of EU citizens. For marketers, this means an overhaul of processes and technology to ensure business practices remain compliant. Many global marketers are still struggling to understand what steps they need to take to prepare for this regulation and how it will impact their marketing strategy moving forward. The question that is top of mind for many marketers is whether or not the GDPR impacts existing customers who have already given consent to their data. The answer? It does. Even if they have given consent in the past, it likely won’t be recognized under the GDPR, so you’ll have to get consent again. So how can you convince your customers to willingly share their information? By being as transparent as possible about how their data is being used and maintained. This means delivering personalized content and tailored products or service recommendations to your customers to ensure that they are reaping the benefits of this new regulation. Offer them the chance to update their marketing preferences, and focus on the benefits they will gain by sharing such information. If they see relevant offerings being delivered to them, they’re more likely to stay engaged with the brand.