My personal data has travelled much further & wider than I thought possible. I have received over 300 e-mails asking me to confirm my consent for marketing, or asking me to update my personal details in line with GDPR on or around the 25th of May. Shockingly, I’ve estimated that over half of these are from companies where my data has been sold on, or the fine print has been quite vague as to where my data was going. It has been great to clear up & clarify who has my data, and for what purpose – I certainly don’t need anymore e-mails around ‘five shots for a fiver’ from a random student pub in Wales!
Not as many clients took the opportunity to showcase what they were up to and re-install faith in the band and intentions, and use GDPR as a tool beyond just confirming data. WWF for an example took this as an opportunity to show what they were up to, and how my contribution was making a difference, whilst asking for my consent as a sideline. Far too many clients went straight in with the marketing approach, stating in the subject line ‘confirm for GDPR’ or ‘we need your consent’ and went into a lengthy e-mail around why they need your data. A great opportunity was missed here to really re-build faith in a brand, rather than customers just being treated like a number for marketing purposes…. And don’t even get me started on how many e-mails started with ‘Don’t be a stranger’!
I’m still not 100% sure on how certain companies use my data. Most e-mails I received didn’t explain why it was important to have my data, or for what purpose it would be used and those were the companies I declined to resign up with. I like to know that my data is being shared for relevant purposes, and seeing that going into GDPR, over 48% or people (OnePoll survey conducted for CIM**) didn’t know how their data was being used, I’m definitely still in this bracket. I want to have relevant, insightful and interesting information shared with me, and only a small selection of companies addressed this in their GDPR approach.
That we are on the cusp of an exciting new phase for digital marketing. 52% of respondents mention that a shift in their digital marketing approach is top of their agenda for 2018/2019*, and with almost 32% saying that their marketing focuses on customer engagement as a core (and that number is growing), we will see more and more companies focus on investing in social, digital marketing and new technologies to mirror the customer needs over the coming years. Added with the fact that 93% of respondents believe that there is a gap at strategic level for digital marketing, I’ll be certainly keeping my eyes peeled on what that means for the structure, value and strategy of digital marketing over the coming years!