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How digital marketers can prepare for GDPR

Posted: 22 Jun 2017

How digital marketers can prepare for GDPR

The General Data Protection Regulations (GDPR) are set to be rolled out on 25th May 2018, heralding a number of significant changes for digital marketers.

Yet, despite the complexity of the regulations and their far-reaching consequences for every sector, many businesses are yet to begin updating their plans. In fact, according to a recent study by the Direct Marketing Association, less than a quarter (24%) of companies have started their preparations and just over half are expected to be ready by the deadline.

So what are the guidelines?

The GDPR aims to unify data privacy principles and practices across the European Union. It is hoped that this will give citizens more power over their data, as well as the ability to decide how and when that data is used by organisations.

GDPR extends across all EU member states and to off-shore companies that have an EU data subject. Failure to comply with the regulations could mean a hefty fine.

What does this mean for marketers?

Given that the definition of personal data has been extended to include cookies and IP addresses, confusion is expected. Questions surrounding tracking and sharing data will arise, as will queries into whether customers should be able to erase their data completely should they want to leave.

In order to make sure you're compliant by the deadline, marketers should start to evaluate how the GDPR will affect their company now. A recent article in Digital Marketing Magazine suggests that marketers examine their current data acquisition methods, customer contact practices, outreach and onboarding strategies and establish a clear trail of consent.

To learn more about the changes and how they might affect you, visit the Information Commissioner's Office (ICO). They can provide some great insights on what is required and show you how to prepare for what's ahead.

Employers will be keen to hire digital marketing candidates with an understanding of the new regulations who can help them stay compliant. If you have the skills, why not sign up to our job alerts today?


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