Businesses have been required to reconsider how they carry out their operations while using personal data due to the General Data Protection Regulation (GDPR) strict requirements. Marketing is most definitely not an exception, particularly in the digital sphere. Such operations need to be framed within the context of the stricter requirements imposed by the GDPR, regardless of whether the organization analyses data regarding the online behaviour of its consumers or simply employs a mailing list to deliver electronic marketing. The processing of personal data involving electronic communications shall additionally take into account the specific regulations set forth under the e-Privacy framework as if the GDPR were not sufficient. Using personal data in digital marketing typically involves two major activities, to put it simply:
Data gathering and profiling – gathering data on client interactions with the aim of performing market research and developing distinctive consumer profiles. Additional processing to keep track of consumer preferences to improve the product offering depending on individual needs.
Targeting – communicating the product offer to the people. One-to-one electronic communications (such as email, SMS, other push notifications, or instant messaging) or even targeting based on specific profile groups or segments can be used to accomplish this.
Naturally, organizations find it increasingly difficult to ensure compliance the more personal data is used in marketing operations. Here are mentioned how GDPR will alter and impact the digital marketing sector as well as important details to take note of.
1) Right to object – The processing of personal information for direct marketing purposes may be objected to by the data subject. This includes any profiling performed with that end in mind. Anytime, without cost, an individual may object. The processing of personal data for such purposes must cease in the event of a complaint.
2) More transparency – Under the GDPR, controllers are required to disclose additional information about their processing operations, including any processing that is done for marketing purposes. In these situations, the nature of the processing involved and the scope of the marketing activities that will be carried out using the individual’s data should be made known to the individuals. Additionally, information on the data subject’s right to expressly be made aware of and displayed clearly and independently from any other information regarding the processing of personal data for direct marketing, including profiling. Additionally, EU GDPR data protection officer training may assist with all of the GDPR standard rules for better knowledge.
3) Active consent – According to the General Data Protection Regulation processing that is based on consent must abide by certain rules. The legislation stipulates that consent must be freely provided, explicit, unambiguous, and delivered clearly in addition to being informed of its conditions. Consent should therefore be given voluntarily and not passively. The implication is that implied consents or pre-ticked boxes are unacceptable. The organizations should maintain evidence to show that this has been received and that such consent was also sought, as required by law.
For the processing of personal data for direct marketing to be legal, the requirements of valid consent must be met. The EU GDPR certification can help here to meet all the legal requirements. The processing of personal data obtained by cookies and utilized for online behavioral target advertising as well as electronic marketing communications based on opt-in consent is particularly pertinent to marketing in an online context.
4) Granular options – When it comes to marketing preferences, organizations should offer person-specific, comprehensive options. Consent for electronic marketing should be explicitly separated from other processing procedures also based on consent. Additionally, the individual should be offered options if an organization plans to use personal data to promote goods or services for other third parties (such as strategic business partners). The person should be in a position to make a decision and express their marketing preferences as a result.
5) Opt-in and Soft Opt-in approach – The e-Privacy Directive 2002/58, as implemented by Member States, has more particular regulations that apply to the delivery of direct marketing via electronic methods, such as email, SMS, fax, or automated phoning, in addition to the GDPR’s general application. These regulations are still in effect until they are replaced by the eagerly anticipated e-Privacy Regulation.
The general guideline under the e-Privacy regime is to secure opt-in consent before sending commercial communications. There is an exception, though, where contact information is acquired from clients during the course of a sale and is used to promote identical goods or services by the same business. while this occurs, it is necessary to offer a clear opt-out option, sometimes known as a soft opt-in, both while collecting contact information and with each message.