It’s been a year since the General Data Protection Regulations went live, or, as we like to call it, The Data Reckoning. In the last decade, data became far more than ‘information’, it had become our digital identities – very private, very sensitive and very valuable.
To better protect our identities, the way in which companies stored, handled and acquired our data needed updating. In walks GDPR, a much-needed regulation to stop companies exploiting the troves of data that they’d been harvesting since day dot-com.
So, where are we now? What were the success stories, the failures? Has all email marketing ceased to exist? We’re taking a look at how the data-switchover happened and where it is today.
A-GDPR (After General Data Protection Regulation)
Thanks to GDPR, and a greater focus on transparency, this has changed.
Now, brands can: only keep data for a ‘reasonable’ period of time and have to clearly communicate how it’ll be used as well as naming any 3rd parties that it’ll be shared with.
THE SWITCHOVER: FAILURES & SUCCESSES
THE AGE OF HEALTHY RELATIONSHIPS
There is an upside to the fall in marketing volumes - brands are now interacting with consumers who want to hear from them. For too long brands focused on vanity metrics like the size of their marketing universe, but now they’re adopting customer-centric campaigns and reporting on engagement and ROI.
Like any healthy relationship, both sides should be heard.
THEY LIVED HAPPILY EVER AFTER…
All in all, the impact of GDPR has not been as dramatic as many claimed it would be, but it has been a force to drive change.
The DMA email tracker found that 41% of people are now more confident about how brands use their data, which is helping build trust with their customers. The direct marketing industry has continued to grow and email is still the preferred communication for consumers.
Like anything, brands that win the trust of consumers and use data to deliver innovative services and experiences will be the ones that win.
So, can we all stop talking about GDPR now?