GDPR: It’s impact on marketing and why video is THE way forward
The GDPR deadline is less than a month away and you might be wondering how it will affect your brand marketing. It would be easy to panic about the GDPR, maybe you’ve heard the term a lot but haven’t yet thought about the impact it could have on your marketing? But, let’s look at it in a different way, we believe that it gives us the opportunity to explore different and creative ways to market our brand.
What’s going to change?
The GDPR will affect any EU company and any organisation that deals with the data of EU citizens. The goal is to give us more control over our personal data; who has it, and what they do with it. From a marketing perspective, for all communication you send out (postal, email and telephone) you will need to have obtained prior consent from the individual receiving it. This applies to both new and existing activities and all user information, whether it’s stored in email lists, CRM’s or other data storage systems.
60% of organisations said they were not yet ‘GDPR ready’ in January 2018, with only 6% of over 200 respondents saying their company is ready in a survey by SmartInsights. Marketing databases will have to be overhauled as it is no longer deemed acceptable to gain consent to take part in one marketing activity and then be entered onto a database to receive future marketing information. Consent for each activity must be specific, clear, unambiguous and not assumed. Additionally, organisations must be able to prove that consent was given.
How can we continue to market our brand to maximum effect?
So if it’s going to be harder to directly market our brand to our customers and potential customers, we have to look at alternative ways to do this. We have to think differently and improve our other marketing communications. Dreamtek believe that video is the perfect platform in order to get across our brand message, creating engaging and shareable video content will ensure that your brand message gets across to your existing and potential customers.
Creating great digital content to share across your social channels will enable customers to engage with your brand in a unique way, compared to standard email and phone communication. We already know that using video marketing results in a 54% increase in brand awareness. Your brand can maximise this potential by producing great content, ensuring it reflects your brand, being aware of the ‘wants’ of your audience, considering what works on each social channel and importantly, optimising your content for social viewing.
Do this and you’ll continue to tell your brand story in a compelling and successful, manner. Your followers will share your content and do some of the hard work for you!
How can we support you in the GDPR transition?
We are holding two insightful events on 23rd of May at Citizen M in London, the first will be run by our sister company, The Virtual Forge; supporting you in planning the future using today’s data. You will hear how top practitioners are using artificial intelligence and machine learning to transform their business models, and explore what kind of impact this is delivering.