The right to be personal
Thursday, 18 January, 2018 - 09:45
To your customers, every interaction with the brand should feel personal.
To build a value-driving personal information asset means entering a data-value exchange with consumers, but one where there is a careful balance struck between what the company intends to do with that data and what its customers expect to happen.
The GDPR is very clear about what companies need to do in order to achieve this balance.
Article 5 sets out the key principles to be adhered to during the exchange, with a strong emphasis on the accuracy of data, fairness, transparency and relevance.
That means having the permission and trust from individuals to demonstrate across all of a brand’s marketing interactions that it knows, understands and positively engages with consumers and their needs.
The benefits to brands of getting this right are powerful – return on investment is 30% higher for companies who use data and analytics to personalise their marketing and customer engagement (source: SAS and Forrester Research).
With the new legal framework being ushered in from 25th May 2018 by the GDPR, new terms for this data-value exchange become obligations, not choices.
Download this report by REaD Group to find out the 8 steps on how to do personalised marketing the right way.
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