by Adam Gray | @AGSocialMedia
A lot of time has been spent writing and talking about GDPR and its ramifications. We laugh when people say “that’s not going to effect my business”…because this simply is delusional behaviour. GDPR is going to effect every business. Fact.
When you contact anybody directly “Dear Mr Smith” by email, letter, telephone…any channel you can think of it is because YOU HAVE THEIR DETAILS and that makes you subject to GDPR regulations.
That means if you are in the business of, or your business relies on, personalised outbound marketing or call calling…in the words of Irving Berlin “There may be trouble ahead…” and oh boy is there trouble.
Marketing automation? Marketing orchestration? Telemarketing? Newsletters? Text blasts? Fax blasts?…all of them are going to be problematic from now on.
And in the words of Lin-Manuel Miranda “and if you don’t know, now you know.”
Don’t push back, own the problem and think about what this means for you moving forward.
If you rely in generating new business by contacting people directly then this is going to have to make you rethink how you do things.
So, I know what you’re thinking GDPR is going to be the saviour of the advertising industry right? Because if you can’t send out personalised communications the way that you used to then surely sending out non-personalised messages…like advertising gets round the problem? Well actually it does get around the problem…partly. It certainly gets around the GDPR issues that people have been scared of, but it doesn’t get around the fact that adverts don’t engage like they used to (although I suspect that ad agencies won’t be telling that bit of the story). Just because the government has placed much stronger regulations on how you (the business) can communicate with your customers, it hasn’t effected how you (the consumer) react…or fail to react to advertising.
So, I hear you ask, what should I do?
Well, the answer is what the answer has always been. You need to produce loads of good content that engages your audiences and then you need to distribute this great content access all of the networks that your customer inhabit and then the customers will come to you to buy.
Is it going to be easy? No.
Is it going to be easier than the 4% of global turnover fine and/or a criminal prosecution for each infringement of GDPR regulations? Yes.
As always, the choice is yours, but whilst this might seem scary (in fact it is scary, let’s be honest) becoming GDPR compliant and ensuring that you operate within the regulations will give you a huge advantage over your competitors, and if we at Digital Leadership Associates can do it (here)…you can too!
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