By

Spencer Montagu

“After GDPR”

A lot of time has been dedicated to preparing organisations and departments for GDPR but little time has been dedicated to the aftermath. It’s not a thought that seems to arise often but when it does is often negative.

We’ve lost count of the number of people who have asked us whether marketing will still exist come the 26th.

The short answer is… of course it will.

Internally, we’ve found the notion of this question quite bizarre really and reliant on an old-school notion of marketing. In a world where most marketers scramble to be considered ‘modern’, we must remember that the customer (potential or otherwise) is in the driving seat in most sales cycles. The power no longer lies with us, the marketer, we know that it’s about educating the customer and returning when they’re ready to purchase.

So why does this concern arise?

Transparency & Trust

It is true that for some organisations large parts of their database will be rendered useless but that should only be one arm of your multi-channel marketing.

Transparency has largely been understood as being clear and visible about your intentions with customer data and this is true but it’s only part of the story. Transparency works both ways. With GDPR you get a snapshot view of your (potential) customers’ intentions. Rather than boast about a large database that, in actual fact, has very little engagement, you can now dedicate your time to those that are interested. Simply put, you’ve not lost any contacts if those contacts were never going to purchase anyway.

Fundamentally, GDPR should be seen as a platform to build trust with the segments of database that do want to keep in touch. It should be the dawn of a new age of transparency and, more importantly, accountability.

In building confidence between how you manage people’s data and the people themselves you will be gaining a rapport and doing your brand a great service.

More than just a date

GDPR is more than just a date. More than just a deadline to meet. It’s an essential change in how we approach our marketing going forward. It signals a shift that in many ways was long overdue.

What this means for the future of marketing remains unclear and it’s precisely because of this that it is exciting. It’s time for change and it’s anyone’s guess how that will look. It’s a chance to stake a claim on the future of modern marketing in the EU.

Don’t worry… too much

Whilst Bluprint doesn’t condone the flouting of the deadline and regulation in general, it is worth noting that several sources (including the Information Commissioner’s Office) that regulators won’t be making examples of organisations clearly moving in the right direction.

As long as you’re making demonstrable steps towards compliance then you’re unlikely to be subjected to the crippling fines. That said, it’s not worth testing the regulators patience on this, there rules are in place and can be enacted any time after May 25th.

To further ease any major concerns, Bluprint still has training and education programmes available throughout May to ensure that you’re compliant come the 25th. Choose from our GDPR Marketing Readiness Review, GDPR Deep Dive & GDPR Consent Manager and get a level of supported tailored to your position in this journey.

Any other questions? Contact one of our leading GDPR experts to help you through this and beyond.