Reflecting on GDPR and How Digital Marketing Will Become Even More Powerful
As the GDPR deadline approaches everyone starts to think about the real impact it will have on our businesses, including myself.
In our group of companies, we have been working and planning for GDPR for a while now, but new concerns keep appearing. The latest question raised was how GDPR will affect in the way we market ourselves after 25th May 2018?
Like most companies, we run e-mail campaigns followed by phone calls and have a very effective sales and marketing process, keeping valuable data within our CRM system. The arrival of the GDPR means we must now think about how we handle this data. Where marketing is concerned, we will need to demonstrate how our organisation meets the lawful conditions. One of the principles of GDPR is that the collection of data needs to be relevant for the purpose. This means if we run a campaign or competition we can only use the information for that purpose. Creating another purpose to use that information will need further consent from the data subject. My reflection here is that this is really bad news for marketing as a common practice has been to grow databases using these methods.
Bearing in mind that ‘consent must be given and not assumed’, the solution is very simple. Our marketing databases will need to be cleansed and reviewed to ensure we can identify if consent has been granted lawfully and fairly.
At Dreamtek we create innovative and beautiful videos (also known as digital content), and in my view, here is where the digital marketers and digital content creators will become the biggest winners after the GDPR deadline. The point here is that companies will still have to be proactive and creative when running their marketing campaigns. But going forward, companies, brands, services and products will have to more exposure than ever in all digital channels, nationally and internationally.
In the same way as data will have to be treated as relevant for purpose, marketers and sales development executives will have to be more focused. It will be crucial for businesses to be digitally visible but it will also be important for directors, marketing professionals, sales teams, etc. to attend more and more networking events, trade fairs and general events to interact and build new relationships enabling relevant professionals and future clients to reach your business.
Over many years the Global Digital Marketing expenditure has been growing and the prediction is it will continue to do so for many more, including Social Media, Online Advertising, Interactive Online Platforms, Artificial Intelligence, Machine Learning (ML) and Websites. Most of these we can provide through our independent software development arm The Virtual Forge. We help companies to create new technologies and innovative tools and we are always open to conversations about this. Companies should be investing in new technologies and taking advantage of the Research and Development (R&D) scheme and benefits provided by the UK government. This is something else that not many professionals are aware of.
At Dreamtek we recently also launched a new innovative and high quality Corporative TV solution that will enable companies to tell their story and talk about their products and services on digital platforms. Our creative team creates the content and helps with digital campaigns.
It would be interesting to know other thoughts and opinions out there and thank you for reading my short article!