How The Gdpr Has Impacted Digital Marketing
The new General Data Protection Regulations (GDPR) came into force in May 2018. Since then, companies have been playing catch up, and many have faced fines for non-compliance. The GDPR does not only affect business within the EU. Any company that sells goods, offers services, or advertises within EU jurisdiction is obliged to meet the new regulations.
The GDPR aims to strengthen the already high standard of online privacy EU residents enjoy. It brings forward a stricter model of consent and grants new personal rights to privacy.
What effects did the GDPR have on Digital Marketing?
There have been several significant changes to digital marketing since the release of the GDPR. Below we will explore some of the most critical areas.
Monitoring for Targeted Advertisement
In the past, monitoring consumer behavior and personal data was common practice. It has been an invaluable tool for digital marketing campaigns. Thanks to profiling, companies could harvest data and implement targeted advertising.
Now any company that uses personalized advertisements to target EU audiences must comply with the GDPR and ask for consent to collect data. The new standard for consent also includes online cookies. Companies must now also give clear and transparent ways for people to opt-in and opt-out of any advertising campaign.
Email Marketing Campaigns
Email marketing campaigns are a little more flexible. The GDPR aims to reduce spam emailing. Yet, it allows companies to use email as a point of first contact for new customer relations. These types of emails must be deemed appropriate and in both parties’ interests.
Again consent to remain in the company's emailing pool must be given. Advertisers must include a clear and unambiguous way for people to opt-in or out by making an affirmative action.
How do I know if my company should be complying with the GDPR?
Companies that operate internationally need to pay special attention to the GDPR. Generally speaking, if a site caters to EU audiences, then GDPR will affect the operator. For example, operators have to keep this in mind when advertising an online casino bonus in an EU currency for any European market (you can find examples of casino bonuses here), if the offers are sent via email. Furthermore, if the company website has an EU domain suffix or advertises on EU accessible sites, then it will also fall into GDPR territory.
The penalties for non-compliance with the GDPR are up to €20 million or 4% of the companies annual turnover. Backtracking contacts lists, gaining consent and handling people data in a new way is time-consuming. However, it is undoubtedly worth the effort.