When I started working for a technology company, coming from a background of fashion and non-profit, I knew it was going to be a challenge. As a marketer a huge part of the job, in my eyes, is knowing the industry. Such as what is on the cutting edge, what are customers pain points, what is the best way of contacting customers and where should the company be focusing it’s efforts to best succeed for clients.
With this research and discovery a massive amount of data is collected and analysed to best market the company to current and new customers. This data and planning is what creates a marketing strategy, what creates a brand and what creates a story of an organisation.
However, taking a famous quote from the Marvel comic and film, Spiderman,
“With great power comes great responsibility.”
Meaning with the power of this personal data comes the responsibility of using it correctly. Which is where the new data protection act, the General Data Protection Regulation (GDPR) comes in. The GDPR act has been set up by the EU because over the last ten years, thanks to technology amounts of data being researched, discovered and analysed has quadrupled! To give you an idea of what I mean by this, today 2.5 Quintillion bytes of data will be created and the same will happen tomorrow. With 90% of the world’s data today being created in the last 2 years.
The GDPR act will provide more rights to the individual and give more responsibilities to organisations and companies who control and process individuals data. For each company this will mean something different but for nearly every one of them this will mean developing a new path of how data is controlled and processed in the organisation. Creating a GDPR Roadmap.
At Typetec we’ve started our roadmap journey already, creating an internal GDPR group to head our GDPR compliance. We’ve begun documenting our process and have done an internal GDPR Gap Analysis to give a clear vision of what are compliance roadmap should look like.
From a marketing point of view, we’re covering three main processes.
- Postitive Consent
- Data Audit and Analysis
A big question we’ve had from several companies we’re currently working with around GDPR is ‘what happens if my customers don’t give consent to keep emailing them?’. Yes, this is a genuine fear that you’ll lose some of your current audience but it’s also a great way to dig deeper into your mailing list and understand what your audience actually wants to hear about. It also give you the knowledge that the people you’re emailing want to hear from you because they’ve given their consent. Finally we’ve completed a data audit of where all our current data that applies to GDPR lies and have put in place a strategy to become compliant by May 25th.