It's the beginning of something big and the end of the sale of useless combs to bald men. Let me explain …
May 25, 2018 is considered the "High Noon" marketing or our collective Zero Hour, as we approach the deadline set by the regulation on the protection of general data for contacts in the European Union. The GDPR affects not only European companies, but also companies around the world that do business in the EU, requiring organizations to process personal data against a set of new criteria.
According to a recent Marketo study just four weeks before the deadline, only 28% of companies considered themselves fully compliant, while 47% were confident that they would be about to be compliant. at the deadline. It's a race at the finish line.
If you are in the field, I recommend a number of resources from my colleagues at Marketo on how to understand and act on GDPR, including a practical guide Webinar on demand. and series of blog articles. But beyond the technical and tactical considerations of this important piece of legislation, I am concerned that along the way we are losing sight of its true meaning for the marketing industry.
Most discussions on GDPR, if not for the most part, focus on the principles that govern the processing of personal data; Lawfulness, fairness and transparency, limitation of objectives, minimization of data, accuracy, limitation of storage, integrity and confidentiality. However, in section 5 of the GDPR, in the second paragraph, there is a line stating that "the controller will be responsible for paragraph 1 (" liability ") and will be able to demonstrate that."
In my opinion, this principle of accountability is the most difficult element of GDPR marketing. I suspect most of us did not choose marketing as a career because of our love of process, documentation, and other activities of the very left brain. However, when it comes to the manipulation and use of personal data, this is what we need to succeed. GDPR will require a cultural change, and it is the hardest of all. As humans, we are remarkably resilient to change – ask anyone who has abandoned an ingrained habit.
GDPR holds us accountable for higher standards
Many of us receive as many irrelevant and unsolicited e-mails in our inboxes as our personal inboxes. The keywords here are irrelevant and unsolicited. As marketers, we should be MORE concerned about irrelevance, the very nature of which goes against our charter to communicate with the right person, at the right time, with the right message. The irrelevant content is the # 1 reason why consumers will not engage in the marks.
After all, you would not try to sell a comb to a bald man, right?
Unsolicited email is at the heart of GDPR. We must ask permission and then stay within the purpose for which consent was given. No unpleasant surprises. We all experienced this as consumers, opting for a product that really interests us, then bombarded with irrelevant or unnecessary promotions until we retire.
GDPR – and other laws around the world – seem to require us to meet higher standards in all aspects of digital communications, particularly with respect to how we profile our prospects and customers. This has certainly had an impact on marketing teams, upsetting some marketing functions and causing various levels of confusion and trust, but most importantly, it has created a clear inflection point for marketing teams.
Marketing is at a crossroads
Our study revealed two emerging cultures among the surveyed organizations, namely those with a marketing-oriented culture and those that are primarily legal.
High performing marketing teams have evolved beyond compliance (legal first) to truly embrace a marketing mindset. They have changed their priorities in terms of customer experience, customer awareness, reduction in email volumes, removal of cold runs and other similar results, with 34% having made these changes.
When you are at this same hub within your own organization, it's important to note that businesses with a marketing-driven culture are thriving. Within these teams, GDPR is driving business transformation as leaders report generally positive feelings about future data privacy legislation. Nearly one-third already benefit from GDPR compliance (32% according to our study)
Tactically, this means it's time to spend your time "buying a list and sending e-mails" – we've all had this request and it's a waste of time and money. We are better than that. Valuing (for the consumer) the volume (impressions, emails, advertisements, etc.) and not focusing on compliance to weaken your CX efforts.
The dilemma of consumer confidence
The problem is a conflict between our trust as traders and the mistrust of our consumers.
Buyers are increasingly skeptical that companies are storing their data and that trust issues are widespread. 75% in our study cited concerns about the extent or personal information that companies may have access to. A significant proportion of consumers are unlikely to share their personal information, even though they knew that organizations use it to send relevant and tailored offers.
This contrasts sharply with the confidence shown by companies.
In this context, companies that do not have a smart program and a culture of respectful marketing and GDPR will inevitably lose access to customers, many of whom have no idea what is the GDPR. ) but be aware that they can withdraw from marketing communications.
These consumers will be very demanding about sharing their data over the next five years. To gain their trust, brands must use consumer data to delight and create value, and only that information will be entrusted to them.
After the GDPR, what to do
More than anything, GDPR recalls the basic best practices for all marketers. To go beyond compliance and adopt a marketing mindset above all, focus on the decisions that enable relevant marketing: clean contact lists, improved maintenance processes, reduced cold leads, and increased resources to transform qualified prospects. in customers.
In a post-GDPR world, companies engaged in a clever process of engagement and development are much more likely to attract and retain their customers than those who opt for an unstructured overall approach. This outdated approach is harming buyers and now the law.
For more information on GDPR compliance, please visit marketo.com/GDPR . What preparations did you make for GDPR? Tell me about them in the comments.