Fewer than twenty days remain before new EU data laws come into practice, and while marketers will be adapting their outreach techniques, it’s important to remember that inbound marketing behaviours will also have to change.
Inbound marketing means prospects are looking for more information from you. It will be up to the individual user as to whether or not they will leave their information and disclose what they want in terms of further contact.
Besides creating content of value that will convince your prospect to stay a little longer on your site, the user needs assurance that they can trust you to handle their data responsibly.
Data Privacy Notice
Your landing page should feature a data privacy notice which will give easy-to-understand information to consumers about how their personal data is fundamental within the Data Protection Act 1998 and the EU’s General Data Protection Regulation.
The notice will educate users about their greater choice and control over what happens to their personal data, and how it is used. It will also demonstrate that your organisation adheres to best practice; that you are using personal data transparently and fairly.
As a result, the DPN will be the first step, both on the journey to compliance, and on the ongoing pathway towards strengthening consumer trust.
The DPN should appear when individuals come onto your landing page or online forms, and these should also ask for consent to market to people through a clear opt-in box, accompanied by a clearly written reasoning as to why you want the user’s data, and what the rules are for opting in and out of further messages.
When any forms have been filled out, the contact should receive an email asking for confirmation, both of their email address and their choice to opt-in to further marketing. This double-opt in structure will galvanise your consent process and shore up the integrity of your database.
The accountability that the GDPR seeks to instill into organizational processes can be baked in to marketing if individuals are informed of how to understand the data that is held on them.
This will involve explaining how your organisation processes that data, who has access to it, and how the user consent was given. Should an individual request information on their data, the data controller will have 30 days to respond to that request.
Individuals should also be given a clear pathway to their data, so that it can be amended or updated with ease.
Experts debate GDPR and PECR
On May 17th, ON24 hosts a webinar that will take a closer look at best practice when it comes to demonstrating transparency to visiting prospects, and how this sits within a broader context of marketing compliancy.
Attendees will hear the experts consider marketing from all angles, and receive practical guidance on how to update systems to ensure that a culture of best practice is baked in to organisational approaches to data privacy.
On the panel
Andrew Warren-Payne, Managing Director at Market2Marketers will be moderating the panel.
As a facilitator that enables tech companies, agencies and media businesses to connect with marketers and advertisers, Andrew has spoken to thousands of marketers in events spanning over ten countries. He is widely published within his industry, having published through The Guardian, BBC, PSFK and Forbes.
Featuring speakers from Henley Business School and My Inhouse Lawyer, our panel includes:
Abigail Dubiniecki, Specialist, My Inhouse Lawyer
A Canadian freelance lawyer and founder of Strategic Compliance Consulting Ltd, Abigail’s reservoir of expertise nourishes organizational compliance in privacy, data protection and GDPR implementation.
Whether consulting in the top echelons of GDPR consulting, delivering keynotes to senior managers through Henley Business School, or advising UK companies through My Inhouse Lawyer, Abigail’s robust solutions are the perfect reconciliation between compliance, risk and technology.
Richard Preece, Director, DA Resilience
Richard is an experienced international hybrid consultant, leader, Henley Business School Executive Fellow and GCHQ Certified Trainer. He enables organizations to become more strategically agile and resilient, to exploit the opportunities and minimize the dangers of the current and future digital hyper-connected world.
Richard has led many data protection and cyber security education, exercises and consultancy engagements. Current and recent assignments include information security and data protection strategy and capability development for a number of UK and international organisations, covering Financial Services, Oil and Gas, Energy, Telecoms, Education and Defence sectors. He has also been appointed as a Data Protection Officer (DPO) for a Recruitment company and interim DPO for an Educational charity.
Zach Thornton, External Affairs Manager, DMA
Since joining the DMA as External Affairs Manager, Zach has focused on lobbying the UK and EU to achieve a balanced General Data Protection Regulation, and is now beginning work on the revised ePrivacy regulation. Intrinsic to his mission will be ensuring that the legislation does not undermine, but drives British business.
Zach is also passionate about politics and current affairs, and stood as a candidate for Borough Councillor in the May 2014 local elections in Tower Hamlets, London.
Accelerate your preparation with ON24
Fresh from cutting edge keynotes at the GDPR Summit: London, our panellists will break down compliant marketing methods, looking at how both GDPR and harmonising legislation can help organisations create successful campaigns that will stand out for their trustworthiness.
Further key topics will include:
• Different mechanism for the go-to-market
• Successfully aligning with other business stakeholders
• Optimising the time of company commentators
• Achieving a quick response to regulatory opportunities
• Overcoming key challenges, such as speed to market, content lifespan and market differentiation.
Viewers can get their specific queries answered in a Q&A that will follow the debate.
Click here to register your place on this exclusive webinar.
By Tom Davies, features editor, GDPR.Report
GDPR Summit Series is a global series of GDPR events which will help marketers to prepare to meet the requirements of the GDPR ahead of May 2018 and beyond. Further information and conference details are available at http://www.gdprsummit.london/
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