GDPR - overwhelmingly good news for marketers

Written by Steven Johnson
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Originally published
December 14 2017,
March 28 2020

Being a marketer means relishing a challenge. Because, let’s face it, if you don’t you’re in the wrong job! The last 20 years has seen unprecedented changes – new channels, new technologies and now, new legislation – keeping us all on our toes and in a state of perpetual learning.

We’ve written a lot about the General Data Protection Regulations (GDPR) over the last couple of years and, back in April 2015, we were discussing the implications before it appeared on most peoples’ radar. But with personalisation being the “golden thread” that runs through Prime, we have to keep all aspects of data and data-handling front and centre of our thinking.


Keep calm and carry on

So, we’ve had time to digest and understand both “the letter of the law” and the ramifications of it, and we’re upbeat. It seems to us that GDPR will present marketers with opportunities and benefits that many have overlooked.

Like these 7 to start with: -


  1. Datasets will inevitably be smaller

Who said that big is beautiful when it comes to databases? Less records means more focus and naturally more budget per record (or per customer/individual/prospect as we prefer to call them!)


  1. Opted in records equals welcomed messages

Those that have opted-in to our messages (or given the opportunity to, have not opted-out when it comes to print marketing) are happy to hear from us and are all interested in what we have to say. Now that has to be a good thing!


  1. Analytics and reporting will deliver greater intelligence

There’s nothing more soul-destroying than crafting an effective, well-thought out campaign only for it to fall on deaf ears. With 20% email open rates being the norm and click-throughs hovering around 3%, understanding what customers want and how best to deliver that is little more than “best guess”.


  1. There will be a renewed focus on loyalty and retention

Lead-generation, using email, will be severely curtailed by GDPR and so retaining the customers we have will become a greater priority. In turn, they will get a better service and the marketing team will be able to concentrate on communicating with those whose needs we understand, and whose data (preferences, purchase history, etc.) is richer and more useful.


  1. Being the voice of the customer

This renewed loyalty play and ongoing “customer relationship management” will put and keep the Marketing team closer to the customer, making it better placed to input into research and development and new products and/or services.


  1. It’ll deliver a level playing field

Our marketing is already ethical and delivered with integrity, of course! But with GDPR, “playing nicely” will be legally enforced ensuring that our competitors must operate within the rules and follow the same best practice that we do.


  1. Less spam to drown us out

We’re all familiar with the shrinking concentration spans of consumers caused by technology overload and message bombardment. Slashing the quantities of messages broadcast, and the competition for our customers’ attention, will help ensure our marketing reaches its destination and generates the interest and reactions we aim for.


And, while we’re on the subject of unwanted marketing, just imagine how much more time (and energy) we’ll all have by cutting the amount of spam that lands in our own inboxes?!


We’ve compiled a campaign GDPR checklist which you might like to use for each element of your direct marketing campaigns. DOWNLOAD CHECKLIST


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