Could the GDPR achieve more targeted marketing strategy for your business?

The GDPR comes into force this May 25th, bringing with it a new dawn for data protection. It has been widely discussed – often in not particularly positive terms - by those who fear the impact it will have on marketing activities. However, the reality is that the GDPR could actually help you to achieve a more targeted marketing strategy for your business. Here’s how.

The GDPR wants you to know your audience

In particular, the GDPR sets requirements for businesses to know whether someone has consented to contact and the processing of their data. This represents a big opportunity for any organisation looking to better target marketing efforts. Use the process of obtaining consent to weed out those marketing contacts who were never likely to have been converted into leads. Use the requirement for specific consent to find out what it is that your audience does – and doesn’t – want to know about. The result will be that your marketing strategy is informed by real data on what actually matters to your audience.

The GDPR wants you to value your customers

The new rules mean that consent can be withdrawn at any time and this has largely been described as a negative factor. However, although it certainly means that marketers will have to work harder to retain contacts in databases, it will also ensure that interested individuals who have provided consent – and continue to do so – are valued by brands. This paves the way for stronger and more authentic relationships between customer and company. It also means that marketing strategy will be better focused and more effort poured into creating a strategy that is genuinely true to brand values and based on an understanding of brand audience.

The GDPR wants you to minimise the data that you take

Data minimisation is a key part of the GDPR. It requires that any data collected is adequate, relevant, and limited to what is necessary for the intended purpose of collection. This may seem like a serious limit in terms of useful information gathering but the more likely effect is to provide better focus. The effort and time involved in processing large volumes of data can incur considerable expense and many businesses simply can’t do it on a useful scale. Thanks to the GDPR, mass data harvesting isn’t going to happen anymore. Data collected must be useful and relevant to the purpose of collection, giving brands a more focused and streamlined set of data to work from for marketing purposes.

The GDPR wants you to market more effectively

As the marketing industry has developed, a lot of tactics and techniques have appeared that have not had the best results for consumers or for brands. Thanks to the GDPR, marketers will need to be more innovative and creative when it comes to the way that they reach out to consumers and that could give the industry a new lease of life.

Our Three Pillars offer a fresh way for marketers to approach, not just GDPR compliance, but the challenges of a radically changing marketing landscape. Contact us to find out more today on +44 1784 432 082.

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About Market Developer

MarketDeveloper is a CRM and Marketing Automation supplier based in Egham. The company was formed from the merging of two marketing solutions in 2009 and has been committed to creating and updating a highly powerful, flexible and intuitive Database Marketing solution. Since launching v5 of its system MarketDeveloper has seen 99.999% deliverability rate and includes The Mail, VisitWales, ScotRail and Cosmos amongst its clients.