The need to shift data privacy focus in Sales and Marketing departments to comply with GDPR
GDPR is not only a technical, logistics or an HR compliance issue. Since any GDPR breach deals with reputation, it is not merely a compliance regulation but involves some stakeholders. The correct GDPR implementation provides the organisation with an opportunity to deepen the digital trust and do more with personal data. This is where the smart guys make it as an opportunity for marketers.
Marketing and sales departments are justifiably focused on GDPR, with a May 2018 deadline. Here the technical and HR approach to compliance needs to be supplemented with the general awareness due to the widespread misunderstanding of the collection of data and the uses to which it is put, requires a more disciplined and proactive approach to the data subject.
The audits can reveal where the data is possessed and used:
- 18% of audit respondents understood what information was being gathered for
- 60% wanted ads and online experiences to be more relevant to their personal needs.
- 48% accepted the use of their anonymous data if it kept online sites free and wasn’t linked back to the consumer
- 62% were unaware that data gathered is encrypted and cannot be used to identify an individual.
Retargeting and a lack of relevance have resulted in EU consumers becoming fed up with digital ads, and rebuilding trust means learning to respect the EU citizens data privacy space. Consumers hate being followed for years after they have shown an interest in buying.