{"id":2481,"date":"2018-10-08T07:30:52","date_gmt":"2018-10-08T07:30:52","guid":{"rendered":"https:\/\/devbloglavaprotocols.nityo.in\/gdpr-for-marketing-what-you-need-to-know\/"},"modified":"2018-10-08T07:30:52","modified_gmt":"2018-10-08T07:30:52","slug":"gdpr-for-marketing-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/gdpr-for-marketing-what-you-need-to-know\/","title":{"rendered":"GDPR for Marketing: What You Need to Know"},"content":{"rendered":"
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By Brian Bergen,\u00a0Senior Director, Product Marketing, Salesforce\u00a0<\/strong><\/em><\/p>\n

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Rumours around the European Union\u2019s\u00a0General Data Protection Regulation (GDPR)<\/b>\u00a0turned into full-on rumblings earlier this year, as the new rules went into effect in May. The EU regulation affects how marketers across every business and industry interact with consumers.<\/p>\n

In practice, GDPR will shield consumers from the default position of having their personal data tracked across the internet. If an EU consumer wants their personal data to be accessible for collection and tracking, they must take specific steps to consent.<\/p>\n

The details matter, so here\u2019s an overview of the regulation and its implications \u2014 note this is not legal advice. As always, it is encouraged that you consult with your own legal counsel to familiarise yourself with the requirements that govern your specific situation. Salesforce and all its partners (including Lava Protocols)<\/em> is committed to help you remain successful in this new environment, and believes that understanding the ins and outs is the best place to start.<\/p>\n

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What Is the GDPR and How Is It Related to Marketing?<\/b><\/h2>\n

GDPR stands for General Data Protection Regulation. It regulates how companies can collect, process, and use personal data from EU individuals. It was adopted in 2016 and went into effect on May 2018.\u00a0For marketers in particular, the regulation impacts how you keep track of and communicate with consumers.<\/p>\n

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Who\u00a0Does the GDPR Apply To?<\/b><\/h2>\n

While the GDPR applies to companies headquartered in the EU, it also applies to any business or organisation processing the personal data of EU individuals, regardless of where they are headquartered.<\/p>\n

The consequences for non-compliance are steep. Serious infractions carry\u00a0a fine\u00a0<\/a>of up to \u20ac20 million (approx. RM95 million) or 4% of a company\u2019s annual earnings, whichever is greater.<\/p>\n

The EU is sending a clear message that it\u2019s taking a strong stance on data protection. For that reason, marketers need to be ready to comply.<\/p>\n

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GDPR for Marketing and Its Impact<\/b><\/h2>\n

While, for now, the new law only affects brands located or doing business in the EU<\/strong>, all marketers should be aware of GDPR requirements for how companies must collect, process, and delete consumer data.<\/p>\n

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Collecting Data<\/b><\/h3>\n

A big push behind the GDPR is the desire for more transparency between consumers and companies when it comes to personal data. Consumers want to know when, how, and why their personal data is being collected.<\/p>\n

The GDPR requires companies to inform consumers of all the personal data collected about them and how it will be used. Companies must also notify consumers that they may revoke their permission to collect and use that data at any time.<\/p>\n

Since GDPR doesn\u2019t recognise opt out consent as the default, this means that when a new consumer opens an account, makes a transaction, or signs up for a newsletter, pre-checking a consent box to collect or use their data for any other reason will no longer cut it. Consumers must be given the opportunity to decide whether to give consent (or opt-in) to any use of their data for communications, tracking, or anything else.<\/p>\n

This means marketers will need to come up with more creative tactics to encourage consumers to opt in for things like product suggestions and communications.<\/p>\n

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What About Data That\u2019s Already Been Collected?\u00a0<\/b><\/h2>\n

These rules apply to data collected not only after the regulation goes into effect, but also to\u00a0data collected\u00a0<\/a>before, as well. Unless marketers have been following practices that would meet GDPR standards all along, they must obtain opt-in consent from consumers or discontinue use of the data they\u2019ve collected.<\/p>\n

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Processing Data<\/b><\/h3>\n

Once you have obtained consent to use a consumer\u2019s data, the important thing to remember is to use it only for that reason. If you want to use it for another reason or to share it with another party, you must obtain separate permission from the consumer to do so.<\/p>\n

For example, if a consumer opted in to receive product offers via email and now you\u2019d like to track their activity across your website as well, you\u2019ll have to obtain separate consent to do so.<\/p>\n

The other important part of the GDPR that pertains to using data is the safe and secure<\/a> storage of it. This encompasses many definitions of \u201csafe and secure,\u201d including:<\/p>\n