GDPR & ePrivacy site compliance – steps you can take today

2018/03/12

or join the free webinar on Thursday March 15th (see more info in the end of this blog)

As the 25th May 2018 fast approaches, marketers should be getting to grips with the changes that GDPR will mean for them. As the gatekeepers to the majority of customer data the marketer’s role in preparations for GDPR (General Data Protection Regulation) is critical to full compliance. However, our research shows that, despite the risks of non-compliance, there are still plenty of marketers who do not fully understand the implications of GDPR for their role or their business. In fact, almost half (48%) don’t believe their teams are fully aware of the implications of GDPR and over a quarter admit their websites are unlikely to be compliant by the end of May.

And yet, businesses who do not comply with the new GDPR outlined by the EU will face financial penalties and long-lasting damage to customer trust. But the new rules are about much more than avoiding fines. Customer trust and advocacy are core to any brand today and so the challenge of compliance should be seen as a positive step towards stronger relationships with customers.

Brands are also responsible for any information stored in relation to their customers from all of their digital marketing channels, regardless of who runs them. It is down to the brand and, in particular, the marketer, who often owns the relationship with many of these suppliers, to ensure that all their suppliers sufficiently protect customer data and do not unauthorisedly contact customers on the brand’s behalf.

But here’s the good news: GDPR will lead to higher quality marketing

Of course, interacting with your customers in a more targeted, personalised way, rather than
bombarding them with unwanted messages and untargeted information, should continually
improve their relationship with your business. It will also filter out those who are not interested in your products. And so, despite challenges and confusion, GDPR is actually an important step towards better marketing. It will force brands to examine how they interact with consumers and create a whole new level of transparent and fulfilling value exchanges. Recent research from the leading tech provider in Privacy solutions: Ensighten, shows that many marketing decision makers see the regulation as an opportunity to reexamine how they interact with consumers and gain more value from their data:

– 76% of marketers believe GDPR represents a strategic opportunity for businesses
– 68% state the regulation will help them better harness big data
– 75% believe compliance will modernise customer interaction and engagement

Act now: Five steps marketers can take to ensure compliance

1. Speak to your digital marketing suppliers about the steps they are taking to protect your customers and update your contracts with them.
2. Use a privacy solution that gives a single source of information about outgoing data flow from your website, alongside a single point of control.
3. Introduce crystal clear data consent options to consumers for every communication method.
4. Educate your marketing team so they understand their role in remaining compliant and do not unknowingly breach regulations.
5. Hire a dedicated specialist to cover GDPR responsibilities or seek legal advice to ensure your particular model of data sharing is legitimate.

Webinar

Invest 50 minutes and get up to speed on GDPR by participating in our webinar on March 15th at 2PM CET / 3PM EET
The 50 minute webinar will include time for Q&A

Speakers:

Phil Lee
Partner (Privacy, Security and Information), Fieldfisher

James Eyre
Director (EMEA Strategic Accounts), Ensighten

Join the live, interactive webinar to learn:

– What the new EU regulations actually say about data collection
– Best practices to avoid the regulatory pitfalls of 3rd party data collection
– A framework for assessing GDPR website data collection tools
– And more

This interactive webinar explores the GDPR regulations, implications and solutions for website data collection and will be co-presented by industry veterans Phil Lee, a leading data privacy expert and Partner at European law firm Fieldfisher, and James Eyre, a marketing technology expert and Director of Strategic Accounts at Ensighten.

Privacy laws in Europe are changing. This year will see the introduction of Europe’s General Data Protection Regulation on May 25th, with new requirements for accountability, transparency and consent – not to mention significant penalties for non-compliance. This will be closely followed by Europe’s forthcoming e-Privacy Regulation – a major revamp to the EU’s existing cookie consent regime.

Register here: https://register.gotowebinar.com/register/7558193951337100545

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