Below 5 key points that summarise very good the impact of the GDPR (taken from SiriusDecisions: https://marketplace.siriusdecisions.com/Blogs/GDPRIsComing5MarketingAutomationPitfalls😞
Hopes these helps everyone.
Boy, I wish these were just scare tactics - but they're not. These points are close to becoming reality for the majority of digital marketers. I guess our only hope is with the ePrivacy Directive - which is currently working on some revisions/recommendations to GDPR that relate specifically to digital marketing. Unfortunately, these recommendations may not be available until 2019, well after GDPR is in full force.
this is great thank you!
i've never heard the lead scoring one before. I feel like that is a little much.
Dan Stevens what do you think about the lead scoring = profiling and we must have consent?
Hi Darrell - it seems like each day, I learn of more restrictions that will be needed to comply with GDPR. It's as if we all need to do a cease and desist when it comes to full-scale digital marketing. With our hands tied like this, how can we do it effectively? Even if we have opt-in consent to email (which is a best-practice anyway), there are additional restrictions on how we can use the data, how long we can retain it, how we have to honor the rights of the data subjects, etc. Email isn't even a primary channel for us anymore, given how difficult it is to actually make it to the user's inbox; and all of the false-positives as a result of link scanning by the email servers.
It's actually the cookie consent that has me most worried. Who in their right mind thinks that website visitors are going to take the time and provide cookie consent for every website they visit (or give explicit consent to marketers to be able to track other engagement, like email opens. I'm at a loss. And if I were Marketo or any other marketing platform, I'd be really worried. Most of the capabilities of what brings value to their service/software is going to have to be disabled - until proper consent is achieved.
Here's some additional food for thought - specifically around cookie consent (see some of my comments in this thread);
Amy Connor wrote:
This is heavy stuff. I don't understand #1, can someone elaborate?
- MAP "data management campaigns.” Although marketing automation has encouraged systematic data embellishment and “use your data to create new data,” companies must now ensure all such activity is declared. Data from the past will need to be audited, and marketers are responsible for future updates and the outputs of any new or existing automated procedures.
It basically looks like you're going to need to create a document that outlines how you handle the data once the user has given consent. Basically, what are you going to be doing with this information once they've allowed you to use it?
Likely a best practice type thing, if you've documented your sales funnel at all, I'm sure that's a decent starting point.
Also, one thing I'm really not clear about is whether the email consent applies to 1:1 emails (from someone in Sales) or just marketing emails. Any thoughts?