Our vision is that marketers should start to see the new trust relationship with their customers as an opportunity. In this article we will explain the most important principles to use this opportunity.
The basics of the GDPR
You may have heard about it: the GDPR ( General Data Protection Regulation). This new European legislation was adopted in May 2016 and will come into effect from May 2018.
The law aims to protect the privacy and personal data of European citizens and to better align with current technological developments. The e-privacy directive will also be amended in line with the same principles as the GDPR.
After the introduction, consumers are completely in the lead when it comes to their personal data. With one click of a button, they should be able to request all the data that you as a company collect from them. In fact, consumers have the right to request adjustment or deletion of their data.
Profiling and lifestyle marketing will also change drastically, because the new privacy legislation forces a different approach to the collection and management of personal data.
Most likely. The law applies to all organizations that collect or manage personal data of European citizens. According to the GDPR, ‘personal data’ includes “any information relating to an guatemala phone number identified (or identifiable) natural person (‘data subject’). An identifiable person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more of the following factors: physical, physiological, genetic, mental, economic, cultural or social identity.”
In short: every marketing department in the Netherlands will have to deal with the consequences.
Transparency around data is the core of the legislation for marketers. The rest is based on this, for example asking consumers for permission to use their data. This in turn means that profiling and the collection of preferences and behavior are bound by rules.
Transparency around data is at the heart of the legislation for marketers.
Finally, there are special provisions for the use of 'sensitive' personal data, such as information relating to religion, race, medical condition and biometric data.
The 4 most important principles for your marketing department
Transparency, consent, profiling methods and sensitive personal data are therefore the most important topics for your marketing department.