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GDPR and digital marketing: Impression guest blog for V

GDPR and digital marketing: Impression guest blog for V
July 18, 2017 Hilary Campton

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.

Impression Digital Marketing explain GDPR for digital marketers

Google Analytics

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?

  • State your use of tools such as Google Analytics within your privacy policy
  • Clearly explain in your privacy policy how you use cookies and other tracking codes (e.g. for advertising purposes)
  • Allow users to explicitly state that they agree to your use of cookies and tracking
  • Require users to opt in
  • Allow users to opt out at any time – this should be as easy as the opt in process

PayPal have a good example of this on their cookie policy page. Note how they’d explicitly stated all the ways they intend to use cookies and tracking, and also the ‘plain English’ language they use – this is all essential within the new regulations.

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.

Cookie Law have written a comprehensive post on cookie law and how it’s affected by GDPR here.

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.

You’ll need to let your users know, within your privacy policy, that you may use their cookie data for remarketing purposes.

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?

Click here to contact the digital marketing specialists at Impression.

If you found this blog useful and are looking for more GDPR resources and information, you might want to check out:

General Data Protection Regulation: a checklist for marketers

New data protection regulations: a guide to getting your marketing data compliant