General Data Protection Regulation (GDPR) rolls out May 25th 2018. You’re probably starting to hear rumblings about it. GDPR will impact Marketers and the way we communicate. I won’t get into all of the details on GDPR. Topline it is new requirements for data privacy across the entire EU. It impacts how you market, process of the information and data you have, etc. And this doesn’t include just customers. It impacts your employees and user data as well.
For Marketers concerned with the EU this is a critical change in the regulation. If you aren’t aware of it, get reading. IBM does a nice job summarizing it in this article.
So what’s a Marketer to do if you’re going to be highly constrained on email marketing and other forms of communication? Well a few things you might consider include:
1. Work with your legal, privacy and technology teams to ensure compliance with the new laws. The last thing you want is to get a letter from the government requesting a meeting to discuss some “issues” they’ve found.
2. Organic Search – make damn sure your website is optimized to the nth degree on key search words, phrases, etc.
3. Paid Search – get a plan and start buying those must have terms. But make sure you’ve got a secondary list of terms which you’re willing to use in the event the cpm’s get above your comfort zone
4. Retargeting – I’ve received different opinions on whether retargeting can be used with the new regulations but until clarity comes I’d get a plan in place
5. Stronger messaging – in all of your advertising, on your website, social, etc.
6. Website – maximize the appropriate level of onsite advertising, bumps, and onsite messaging
7. Events – perhaps it’s time to focus some resources on events or tradeshows
8. Advertising – look at both digital, print and broadcast. I’m amazed at how everyone’s abandoned the traditional channels.
9. Content – up the game. Get more aggressive but within limits. Remember that content has value. If someone wants it, ensure you get something in return
10. Sales – as your lead volume at the top of the funnel will probably decrease, you should help bolster your sales teams assets so they can close more business at the bottom of the funnel
11. Remnant inventory – take a serious look at buying up the cheap/off prime time inventory. Remember, you’ll need to pound the market with your message using remnant, but if the costs are reasonable it could be an alternative
12. External advocate programs – take those key brand advocates and empower them to spread the word about your brand, products and service
13. Internal advocate programs – use your colleagues to be your brand ambassador – empower them to connect with others
14. Run programs – expand beyond running ads – develop true programs which can create more engaging experiences and get customers to interact with your brand
15. Social – use it, but don’t go crazy. You could see a backlash – remember more posts doesn’t mean more response.
16. PR – increase it substantially – push hard for free coverage, getting your experts in front of the camera, etc.
17. Partners – leverage partner events or connections to expand your reach
18. Webinars – utilize these to get more connected with the customer and provide more detailed data and information
19. Lock down the data – be sure to keep control of your data. You might want to consolidate list pulls, etc. to a small group of individuals.
Some things you should be prepared for….
1. CPM increases – you’re not going to be the only guy or gal out there thinking about this… that will increase demand and that translates to higher prices
2. Aggressive keyword search bidding
3. Program ROI could take a nose dive. Be prepared to explain this when questioned. In fact, you might want to start that messaging ahead of the changes.
4. Shock and Awe – marketers, agencies and suppliers are going to go nuts when they really understand what’s going on. And when that happens people do stupid things. Get legal advice! Don’t take the word of an agency or supplier. You don’t want to be on the cover of the Wall Street Journal as the poster child for this issue
5. Communicate and train – across the entire organization
6. Mistakes – someone will make a mistake and pull a list and email everyone. Get your drawer statement and talking points ready in the event the press coming calling.
Let me leave you with this. The above items could possibly be impacted by GDPR. So check with your Legal Department before doing anything. Overall, you must take off the blinders and look for alternative ways to reach customers.
Scott
