As a marketer, it is important to know what you can and cannot do with regard to the use and storage of personal data. So how do you get the most out of your marketing activities while complying with the GDPR rules? What is and why is it important for marketers? GDPR stands for General Data Protection Regulation and is a law that regulates the processing of personal data in the EU and the EEA area. It was introduced to protect the privacy of individuals and ensure that their personal data is processed in a safe and responsible manner.
What is and why is it important
GDPR is particularly important for those of us who work in marketing, as we often handle large amounts of personal data in connection with The ad database is an important step on the database side. Through this advertisement it is possible to understand the advertising database benefits of database to everyone. From which they can manage database usage, confidentiality and security. So we can say that the importance of advertising database in digital marketing is immense. marketing activities. The GDPR rules require, among other things, that we consider who we can target in our marketing activities, what kind of personal data we can collect, and how we process it.
For the best possible handling of customer data, it is important to have a good CRM system. Read more about why you should use a CRM system here. Handling of personal data The GDPR sets strict requirements for how marketers must handle and store personal data. You must ensure that the personal data is protected against unauthorized access, loss, destruction or damage. This may involve implementing appropriate technical and organizational measures, such as using encryption, having secure passwords and limiting access to the personal data. Sensitive personal data The GDPR distinguishes between ordinary personal data and sensitive personal data.
You must ensure that the
Sensitive personal information is information that deals with ethnicity, political, religious or philosophical beliefs, trade union membership, genetic data, health information, sexual orientation etc. The processing of sensitive personal data is subject to stricter rules than ordinary personal data. You must have a legal basis for processing sensitive personal data, for example that the customer has given their express consent or that the processing is necessary to fulfill a contract or comply with a legal obligation. Be sure to take extra care when handling sensitive personal data and ensure that you have adequate safeguards in place to protect this data.
Collection of personal data When you collect personal information, via a form on the website etc., it is important to consider what information you need. What you ask for here, and why, must be document. As a general rule, you should ask for as little as possible, and be careful not to ask for sensitive personal data, unless absolutely necessary. The amount of data you request should also reflect the value of what the user signs up to get. Here, the GDPR rules often correspond to what will provide the best possible user experience.
If a user is to sign up for a newsletter, you really only need an email address. If you add a number of other fields that must be filled in, you must be able to document why you need this data. In addition, more people will be more likely to sign up if you have as few fields as possible. If the user requests a non-binding inspection, you may also need an address and telephone number to make a further arrangement. Deletion routines It is also important to consider how long it is appropriate to store the personal data.
Collection of personal data When
As a general rule, you should not store these for longer than is either requir by law, when buying electricity, or what is advantageous for the user. For most people, this means that if a contact can no longer be consider an active customer, everything should be delet except for what may be legally required to be stor. Also remember that if you share personal data with third parties, you must ensure that they also comply with the GDPR rules and protect the personal data in a proper manner. Who can you market to? One of the most important things to be aware of is who you can market to and how to assess and document this.
In order to be able to market against a contact, you must have a legal basis for this. You can have that either by having a specific consent, or by showing a legitimate interest. Specific consent If you use consent as a basis, you must ensure that the integrate financial data aggregators with blueshift for precision marketing consent is active, voluntary, specific and informed. In practice, this means that when you collect personal data, you must be clear about how you want to use the data and give the user an opportunity to choose to sign up for newsletters etc. Don’t do this: Check box to receive newsletters that are auto-complet when the user fills in a form on the website.
Specific consent If you use
The user has then not ma an active choice themselves) Would you like to receive marketing from us? “ok”, or “no thanks” . In this case, the consent will not be specific, but general for all marketing. Instead, do this: Make sure it is optional and active: If a user has register for something or made contact via the website, you can follow up with an email and advise them to register for the newsletter. Make sure it is specific and informe Would you like to receive a newsletter from us with useful tips on digital marketing? Legitimate interest Another legal basis for assessing whether you can market to a contact is legitimate interest.
Active customers, for example, will be consider ok to market to because they will have a legitimate interest. Then you don’t need active consent as long as: What you are going to market about matches the customer relationship you have. If your company afb directory sells everything from furniture to toothpaste, you must consider how natural it is to market toothpaste to those who have bought furniture. An assessment has been made, which is documented, of what counts as an active customer. If you sell cars, it is natural that you are considered an active customer for longer than if you sell chewing gum. It is easy to unsubscribe from communications in the channel you are marketing via.
This includes the right to
For example, unsubscribe link at the bottom of the newsletter. Customers’ rights The GDPR gives customers a number of rights when it comes to their personal data. This includes the right to: get access to their personal data correct inaccurate information be forgotten and have the information deleted limit the processing of the information could take their data with them to another actor (data portability) object to the processing of the information As a marketer, you must be aware of these rights and be able to handle customer requests.
You should have a procedure in place to respond to such requests and ensure that you do so within the given time frames. You must also be aware that customers have the right to complain to the supervisory authority if they believe that their rights are not being respect. By respecting your customers’ rights and processing their personal data in accordance with the GDPR rules, you can build trust with your customers and maintain a good reputation as a marketer. Can we help? A good CRM system is important to gain full control over customer data. We deliver which is easy to adapt and which offers good opportunities for automating and streamlining the processing of customer data.
Get in touch and we’ll set up
Get in touch and we’ll set up a non-binding meeting to see what HubSpot CRM can contribute to your company. Imagine the scenario where your primary marketing channel, which could be Facebook for example, disappears overnight. That is why it is crucial to invest in your own flats so that you have control yourself, for example through websites and newsletters. Newsletter – A key component of customer communication Newsletters are a vital part of any marketing strategy and a place where you reach out to your own customers, where you decide who will receive the message.
Unlike marketing through social media where Facebook and Instagram control who sees your message through algorithms, you can be sure that you reach the people you want with email marketing. Did you know that the ROI increases considerably with messages that come via e-mail? This is because the recipients have actively opted in to receive the information, meaning that the content of your newsletters is likely to be more in line with their interests compar to the general content they see on social media.
This lays the foundation for building
This lays the foundation for building a strong and trusting relationship between sender and recipient, which is essential for effective marketing and much of this work can be automat. HubSpot’s automation tools simplify the process of designing and distributing newsletters, and ensure that you reach relevant audiences with tailored content. An example here is, for example, when potential customers show interest in one of your services on your website and fill in a form, then a workflow with newsletters can automatically go out over the next few days and weeks.
