Join David Booth for an in-depth discussion in this video GDPR as an opportunity, part of GDPR for Marketers.
- There might be a lot of feelings swirling around right now with respect to GDPR, and they're probably not all happy ones, but if there's one thing I'd like to leave you with, it's that in the grand scheme of things, the GDPR might just be an incredible opportunity for organizations to leverage. The wild west of the digital world is entering a new phase, and the old, largely lawless landscape left us with a lot of capabilities the average consumer wasn't aware of, or at least didn't understand the technologies that made it all possible.
You could argue that the consumer lists marketers bought for direct mail and telemarketing in decades past were just as guilty of violating people's privacy as the data being passed around the digital world today, and just like what's happened to the former, the GDPR marks the start of rules and regulations for the latter. Ultimately, consumers will have a choice to make around the brands they interact with. What's the benefit versus the risk of letting that brand have and use my personal data? While lots of studies and surveys are finding that there are certainly a lot of people that will not be giving consent in the early days, let's take a look back at the beginnings of the internet, where for a time, the idea of websites running scripts or using cookies was pretty uncomfortable.
Yes, at first there were a lot of people who'd block cookies and scripts from running on websites in their browser settings, but this was relatively quickly overcome by a trade-off in value. Try browsing the web for just a few minutes these days without these technologies and you'll see why it is that you don't think twice about enabling these features today. Cookies let your favorite sites and apps remember who you are and adapt to your history and preferences. You don't have to log in for a lot of useful functionality to be available to you, and you don't have to re-enter all your billing and shipping details every time you make an online purchase.
Scripts allow for user experience and interface features you could probably barely live without these days, little things like pop-up calendars for entering and validating dates, on the fly optimization of the user experience across platforms and devices, and just about all the visual and stylistic elements that make the web as useful as it's become. Data privacy and security is something that consumers are equally uncertain about these days, and without standards and enforcement, these aren't unfounded fears.
As an organization, you'll need to earn the trust of your audience and both ease those fears and convince people that the trade-off in value for data is worthwhile. By adopting, communicating, and following through on a philosophy of protecting and respectfully using personal data, you'll be establishing and building trust. By highlighting exactly how you use data for what purpose and by finding new and innovative ways to delight customers and make experiences more relevant and useful, you'll be increasing the value that you'll provide if the consumer decides to let you use their data, and the cycle continues.
When you do what you say you'll do and no more than that, you'll build more trust, and as users see more value, they'll trust you with more data for more uses that are good for you and good for them. Getting compliant and reducing risks around current and future data privacy regulations is certainly an operational necessity, but it might also be that catalyst to really examine your organization's philosophy and approach and turn privacy into an opportunity to make your brand shine while you connect and grow with your user base.
- Define “personal data.”
- Name three data subject rights provided by GDPR.
- Recall the steps that need to be taken to comply with GDPR.
- Explain “privacy by design.”
- Identify the responsibilities of a data protection officer.
- Recognize the steps required to audit your data and processes.