As the memories of Halloween fade and the carved Jack O’ Lanterns disappear from doorsteps and window ledges, many Marketers are still running scared. What’s haunting them now is the imminent “threat” of the General Data Protection Regulations (GDPR). With the intention of “unifying and simplifying data protection across the 28 member countries of the European Union”, the uninitiated view the new regulations as a barrier to reaching new customers and fear the impact GDPR will have on their campaigns and marketing efforts.
But with all challenges come opportunities. We’ve been taking a look at what savvy marketers are doing to prepare, and why those in the know actually welcome new restrictions to help cut through the noise currently deafening time-poor consumers.
Data driven marketing – why do it?
Have you read the SalesForce report “State of the Connected Customer”? If not, do. With a decisive sample of 7,000 it’s a sharp wake-up call to just how customers’ attitudes about data sharing are changing, and how they don’t just welcome but positively encourage an exchange of their data for personalised experiences. Don’t believe it? Here are some facts that might surprise you;
- Reputation is everything!
Well, not quite. The figures show customers give almost equal weight to a company’s personalisation as they do to its reputation. 58% of them cite a personalised experience as “very important” when buying, while that increases to 59% who think the same about buying from a well-respected brand.
- Loyal consumers stay loyal
Not so. 52% indicated that they’d be likely to switch brands if they felt the business wasn’t at least trying to personalise their communications to them.
- Fair exchange is no robbery
57% of consumers feel that sharing their personal data in exchange for personalised offers is an honest deal, 52% are happy to share it in order to receive product recommendations and 53% for a “personalised shopping experience”.
- Personalisation equals performance
Seems personalisation is a credible indicator of effectiveness and performance. 49% of high-performing marketing teams are extensively using predictive intelligence to personalise their marketing, while only 5% of underperformers are doing the same.
- As simple as 1-2-3
Well simple might be stretching it, but a Business 2 Community article boils data driven marketing effectiveness into 3 key things:
- Having the right systems, tools and software at your disposal
- Working closer with technology to embed personalisation into the customer experience and
- Embracing data-driven decisions to quickly adapt to changing consumer needs and perceptions.
In Computer Business Review, Lee Chadwick from CommuniGator states his view that, far from being a thorn in the marketer’s side, GDPR can actually “invigorate customer conversion”. Because, while the size of a dataset may diminish, and the numbers of those opted in may be significantly less, those that are keen to receive your messages are the only real golden nuggets anyway.
We’ve compiled a campaign GDPR checklist which you might like to use for each element of your direct marketing campaigns. DOWNLOAD CHECKLIST