European privacy legislation has been revised in recent years. The General Data Protection Regulation (GDPR) will return control over their own personal data to consumers in 2018. Is that a disaster or a blessing? And what does that mean for data-driven marketing communication and the data relationship between companies and (potential) customers? In this article I will delve a little deeper into this and give you some tips.
Recently, I was in Vienna as an invited guest for the Pioneers 2017 tech festival. There, I wanted to log in via the free wifi connection of an – otherwise excellent – Italian restaurant. During the login, I was given the choice: (1) log in with Facebook, which gives the provider access to my personal profile and friends list, or (2) my email address, date of birth and name and address details. In doing so, I give the restaurant access to my personal data in exchange for something as banal as a temporary internet connection. I chose neither option because the offer (free wifi) was not personal and relevant enough for me.
I am not the only one who increasingly weighs the costs of providing personal data to companies against the value offered. I notice this every day in my environment: people and companies no longer trust companies when it comes to their data. A logical development if you think of the annoying retargeting campaigns that bombard us with banners and emails every time we view and buy a product in a webshop. Moreover, in nine out of ten cases, these campaigns are often based on outdated hong kong business email list interests and purchases. That is why I have installed adblockers myself.
A silent revolution
Fortunately, a 'silent' revolution in marketing awaits us. A revolution that started with the General Data Protection Regulation (GDPR). Based on this European regulation, the General Data Protection Regulation (AVG) will come into effect in the Netherlands on 25 May 2018. This gives people binding control over their personal data in internet traffic. This creates a more equal relationship between consumers and companies.
The essence of the GDPR
The GDPR is a goal-oriented rather than means-oriented regulation, and its main principle is that you may not collect and/or store personal data in any form without explicit consent. Even pre-ticked boxes such as 'Yes, I agree' or something similar are prohibited ( privacy by design principle ).
The opportunities offered by the GDPR
Now I think one-sided channel-based acquisition marketing and retargeting is a waste of money, but the GDPR will make that approach a no-go area . The GDPR requires companies to store personal data correctly and up-to-date. So retargeting based on expired interests and purchases will soon be punishable.