In this guest blog for V Formation, Laura Hampton of Nottingham digital marketing specialists Impression, explains the ins and outs of GDPR for digital marketers.
Marketing teams will be working to get their marketing data and processes ready for the introduction of GDPR – the new data protection regulations – on 25 May 2018. As part of your preparations, it’s essential to consider your digital marketing channels, from your analytics through to social media.
The key thing to understand here is the term ‘personal data’. While you might think this only relates to anything personally identifiable, such as a name or email address, unfortunately you’d be wrong, as cookies and tracking codes fall into the scope of GDPR.
This means that any tracking you’re doing on your website – including the use of Google Analytics or platforms such as Hubspot or Mautic – must also comply with the regulations.
What should you do?
- Require users to opt in
- Allow users to opt out at any time – this should be as easy as the opt in process
What do you do if someone doesn’t accept your use of tracking?
Well, it means you have to obey their wishes and not track them. You can manage this within tools like Google Analytics, or contact your service provider if you’re using another tool and you’re not sure how.
It also means that you’ll have to let your users know that a failure to agree could result in reduced functionality or them having to input their password more frequently – see how PayPal does this within their policy.
Remarketing ads and GDPR
Remarketing ads are those ads that follow you around the web and encourage you to convert. They work really well, and many of our clients use them very successfully.
GDPR and Facebook
If you’re using email addresses to create Facebook lookalike audiences, or to target people whose details you have, you’ll need to tell users about this too, by asking them to opt in, and giving them the option to opt out. Again you must make sure that the opt out is as easy as the opt in.
Want to know more about how GDPR will affect your digital marketing efforts?
If you found this blog useful and are looking for more GDPR resources and information, you might want to check out: