Digital Marketing & GDPR
Digital Marketing & GDPR
Hello and welcome to Web Next.
Today, we will be talking about the broader strategy of promoting online stores and websites according to GDPR, we will mention the actions that large companies are doing to comply with the new European Regulation and how these changes will actually affect the Marketers.
In the previous episode, we mentioned that the procedure for complying with the European Regulation can be considered a headache. Besides the avoiding of the fine, what can you actually gain through the compliance with GDPR?
By spreading it, you automatically have the competitive edge over your competitors, who simply stayed in compliance.
In fact, many European companies use the Regulation as a selling point. If you are an e-shop owner, or e-commerce manager, do not hesitate to take advantage of it. The result will be even more loyal customers and therefore, more willing to buy again from you and suggest you to a new audience.
However, make sure that before you spread your compliance with the new European Data Protection Regulation, you have already taken all the necessary steps to keep up with it.
GDPR and Digital Marketing
A working sector that is undoubtedly affected by GDPR is the profession of Marketers.
The obstacles GDPR generates, give rise to opportunities, which Marketers and executives need to take advantage.
The creation of high quality content that adds value and highlights the product or service, even the effective communication with the target audience in order to understand its needs, are actions that each brand must import into its Marketing Mix. Things get really tough, when you should come up to find ways to promote this content.
With its launch, Marketers must be confident that their favoritepromotion platforms have also complied with the New European Data Protection Regulation, otherwise the company's adjustment measures are meaningless and the risk of fines remains.
So, let's have a look at the way that some of the largest promotional services companies face the GDPR, starting by Google.
Google & GDPR
Chances are that you are using the services of Google everyday. Google Analytics, is the most widely used traffic control platform on your page, while Google Adwords is the No 1 Search Marketing tool.
Indeed, such a big company as Google who owns a large part of the EU market and has a turnover of 22.5 billion euros in it, could ignore the compliance with the GDPR rules?
Of course not!
Instead, Google assured Marketers and executives who are using its advertising platforms to promote their companies, that there will be full compliance with GDPR rules, until the start date of this law.
Google officially announced that she would stop scanning the personal email of the users who are using the Gmail service, in order to display targeted ads on them. And that is, our well-known GSP.
As you can see, Google has taken seriously this new regulation, which means that she will be fully compliant with GDPR, by the start of its appliance.
Facebook & GDPR
Facebook is a brilliant example of non-compliance with the terms that are consistent with Personal Data Privacy.
In particular, in May 2017, a fine of 110 million euros was imposed on Facebook, because it automatically matched its users data between its applications, without their permission. Although this amount seems too small according to its annual turnover, Facebook knows that it would be a bad strategy to make unhappy its 252 million active European users, who would not feel secure about their personal data.
Although its history with the EU rules is not "clean", Facebook recognizes that the compliance with the rules of Privacy is essential, in order to provide security and trust to its advertising users. In August 2017, it officially announced that they are working intensively, in order to be ready by the start of the law.
Starting from the 25th of May, all companies are obliged to be fully compliant with the GDPR. We must point out that for your full information on the New European Regulation, you should only address to your legal adviser.
Become one of the few companies that will seize the opportunity and will see this change as a new, cleaner and more creative start. At NetPlanet, we have the knowledge, the willing and the energy to support you technically in your first baby steps, in this New Era for e-commerce, as long as you ask for it!
Until the next episode, may all of you be well!