What is GDPR?
General Data Protection Regulation is a regulation that is meant to strengthen and unite the data within the European Union by MAY 2018. This unification of the data in European Parliament helps citizens, residents, organisations to give a control of their personal data. It imposes the law on the data collected, organised and processed to secure the personal information of the consumers.
In Europe, the data protection act was formulated in 1998 to establish same data protection standards all over the country. This was done mainly so that the data is easily transferable across borders without the need of special agreement.
When will GDPR be launched in Europe?
Speculations are that the data protection act will be launched on 25th March 2018 across all European States. This is not just a guideline but it’s a regulation that have legal force and everything come into action at the same time. This also means that the data can be processed lawfully across the borders if required with the consent of the provider.
Now, sharing of details with consent may affect to people who may be sometimes connected directly or indirectly. So, some points that B2B marketers need to keep in mind with respect to GDPR. Let’s discuss these points in detail below.
- Applied Even to Companies not Located in European Union
This regulation is such that it has to be followed even if marketers are from outside European Union. In other words, we can say that GDPR will still be applied if they are collecting and observing the data of residents outside European Union. So, marketers should keep in mind that while fetching the details they should have the consent of the information provider.
2) Re-engaging of Leads
While getting ready for the General Data Protection Regulations and guidelines gives an opportunity to marketers to re-engage with their leads and also bring in notice that you are adhering to latest data protection act. This updating of abiding with new data protection regulations to the leads helps in building the communication and also leading to potential communications.
3) Consent of Information Providers
As per the GDPR, while performing any tasks related to the data which requires consumers information, Consent, is the most common and mandatory condition. This means that GDPR has imposed new standards for which consents are to be valid. This implies that marketers when fetching the information are supposed to get the consent of the information holder before proceeding further.
Now when the consent is to be taken, then it should be explained in simple language to the consumer that why do marketers want the consent and for which type of information. And, keep in mind that consent has to be taken for every different brand. For instance, if marketers are investing in two different types of item in two different brand names, then the consent has to be taken twice for both the brands differently. The consent should be clear for all marketing activities and information asked from the consumers shall be all at once whether for E-mail, SMS, etc.
4) Business data to look Different
Now the new rules on asking for permission makes a lot difficult for the marketers to collect data and B2B Lead generation strategies will be influenced. This will benefit data controllers as they can engage the customers to the site and increase the traffic. When any such data that doesn’t identify an individual then it will not be in accordance with regulations and hence that can be used for telemarketing. Hence, data can be used in different way and does look different.
5) Right to forget
This regulation also gives the authority to individuals to ask for the deletion of their information permanently. This gives rights to individuals for forgetting their data so that it cannot be utilised any further. And business have to work on their methods to ensure the deletion of their data permanently from the database.
6) Marketing Team as Controller
Controller can be termed as the group of individuals who are responsible for making decisions about what has to be done for the collected data. Marketing team is one of the likely team that is responsible for making decisions related to collected data that has been collected from consumers and third party.
As, not every system is equally perfect. It does have some loopholes and some areas that require some improvements. The above mentioned can be considered as some advantages related with GDPR. Let’s discuss some disadvantages associated with this Regulation of data collection.
- Lengthy processing time
This GDPR is the process of sharing the data only on consent of data holder. Unless and until you have got the permissions of information holder, you cannot share or utilise their information. So, before sharing the information permissions are important and this becomes time consuming as to wait for the consent to proceed further.
2) Loss of Interests
When providing the information gets delayed then this may tend to loss of interests of clients. It’s not always necessary that the client would be eagerly waiting for the content, so if the content is not published on time then we may lose potential leads and also valuable clients. This also may lead to low traffic over the site.
These were some of the disadvantages which are mentioned in brief. Many more can also be studied once the system comes into action. As the regulation comes into action and more people get to know it then can GDPR be reviewed and feedback can be shared.
It is likely that there will be a grey period where businesses are transitioning to adapt for the new GDPR regulations and there may be a lot of confusion.
