GDPR – What companies that work with Digital Marketing must know

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What is GDPR?

GDPR (General Data Protection Regulation) is a new regulation from European Union that significantly changes companies obligations that deal with personal data from EU residents. The aim of this change is to increase online privacy.

Who needs to be in accordance with the law?

Companies with Digital Marketing operations in EU. Even if your business is located in another country, you need to be in accordance with the law, in case part of your Leads and customers are resident in European Union.

How does GDPR affect my business?

GDPR will require a series of items regarding data security, transparency, privacy and confidentiality. The regulation takes effect from May 25th 2018.

If your company does not comply with the legislation rules, it can be fined in up to 4% of the annual revenue.

What does my company need to know to be in accordance with GDPR?

  • Make it clear on your pages the objective of collecting personal data;
  • Provide the individual data stored or delete it, in case the Lead or customer requires it;
  • Include an alert on your website about the use of monitoring automated systems and explain how navigation data will be used;
  • Modify the terms of use, contracts and privacy policies to include the regulation requirements.

What is RD Station doing to adapt to the regulation?

Today, it is possible to adapt to GDPR using RD Station Marketing. Yet, we are conducting some improvements to optimize user experience in RD Station Marketing and the experiences of the Leads who have data saved in the platform.

Sharing responsibilities

Learn more about how the stakeholders are treated according to the new regulation

Data Controllers Data Processors
It is your company It is the software you use to store and process customers and prospects data
Primary responsibility Secondary responsibility
It is responsible for security, transparency, privacy and confidentiality It is responsible for guaranteeing that the company data are stored and processed in a secure way
Collects information through forms and similar means It is responsible for security and privacy in processing the collected data

Digital Marketing in the era of data privacy

Obtaining user data with consent was already a legal obligation in several countries. Now, GDPR comes to reinforce this guideline e make this authorization more explicit. Thus, this is the time to think about how your company relates with your Leads.

Adapting to the regulation is relatively easy, but more important than that is structuring the buyers’ journey in a way that your marketing strategy creates value for them. That way, they will keep interacting with your brand and will share their data in a deliberate way.

Aren’t you using RD Station Marketing yet? Learn more about the software that can help your company create a personalized Digital Marketing strategy that adds value to customers and prospects.