Learn More On the Effects of GDPR in Marketing
GDPR’s common aim is to assist in preventing dishonest firms from using personal data for their own marketing uses. GDPR hands people back the power over their personal data. The legislation has a say on how marketers work and how they obtain personal data, store it, process it and manage it.
Consent should be unambiguous, given freely and informed in GDPR and also uttered using an affirmative action. So no consent should be assumed for being active and nobody is allowed to have an opt-out or pre-ticked box as authority to use personal data.
There’s a frequent question that comes up on GDPR as to whether marketers are expected to get consent to use the information on previously created databases. The onset of GDPR allows people control on the way their data is used and collected. The responsibility of marketers is to ensure that users are able to remove consent to use their data and also access it easily. Practically, marketers should include an unsubscribe link in their marketing emails and offer a link enabling users to control their email options. As a marketer you should ensure your unsubscribe link is always working.
Under GDPR, the rules used to handle subject access request will be altered. The main change is the amount of time taken on a request will go down from 40 days to a month; people will also be able to access more information than they can like periods of data retention. Marketers should update, review processes on methods of handling the requests.
After collection of data the company should make sure it stores the data secure so that it is protected against unauthorised access. Companies collecting data from individuals should remember that under GDPR the data they collect should be enough, adequate and related to their intended use. A company will be in breach of the GDPR if it collects excessive and unnecessary data.
In case a company decides to share or transfer personal data to another company they must first get consent from the owner of the personal data. Even if there are no retention guidelines, it states that personal data should be stored until it fulfills its intended purpose. So to be compliant to the new rule all companies should put in place retention periods, document and establish the rules outlining the time they intend to stay with the data and their reason for holding the data for the period they will retain it.
Marketers normally experience some hardships with GDPR however there are some opportunities it presents such as requiring a company to keep track and control of the data they collect.