The GDPR means big changes are afoot - and these changes could lead to better relationships with your customers.

1. GET ADVERTISING
SMART
Transforming
consumer relationships
with the GDPR

2. GET ADVERTISING SMART
Transforming relationships with the GDPR
Brands across the European Union have until 25th
of this month to get themselves ready
for the upcoming General Data Protection Regulation (GDPR). Any business handling
personal identifiable data of EU citizens must comply with legislation around how data is
collected, shared, stored and used. Big changes are afoot, for the advertising industry and
many others; and many marketers are still not clear on what it means for their business.
But there is light at the end of the tunnel, once we have got through the initial stages of
uncertainty, understanding and implementation, with Econsultancy’s editor, Ben Davis,
explaining:
“I think the GDPR is as close as we’ll get to a religious text for
data-driven, customer-focused marketers – that’s how
powerful I believe it can be.”
Data has been a source of much confusion in many businesses for years – when should we
use it; how much information is useful to use and when is it creepy; how much information
should we store, what if we need it in future? The GDPR will help business to navigate
many of these questions, and in the process, has huge potential for improving our
relationships with consumers, creating relationships based on clarity, trust and
communications that they actually want to receive. So with the deadline fast
approaching, we wanted to look at both the challenges and opportunities that the GDPR
presents.
GDPR AT A GLANCE: CONSUMERS AT THE CORE
The need for new data protection regulation was driven in part by fact that the existing
data protection regulation was no longer fit for purpose in the current digital landscape.
But it was compounded by a series of data leaks, cyber-attacks and instances of the
misuse of personal data, which had a damaging effect on consumers’ trust in brands’
ability to protect their personal information.
At its core, GDPR is designed to empower consumers in their relationships with any
company that uses their personal data, giving control back to consumers. The legislation
includes an enhanced definition of personal data and consent, and restricts companies’
ability to profile people based on data. One of the most complicated areas of the GDPR is
with regards to consent; with many companies required to earn explicit consent from
consumers to use their data for marketing purposes – most consumers are aware that
something is changing due to a flurry of emails over the past few weeks, as companies

3. GET ADVERTISING SMART
Transforming relationships with the GDPR
have tried to gain explicit consent before the deadline. However, there will be occasions
where companies can quote their legitimate interests if the consumer already has a
relationship with the company, rather than needing explicit consent; but many
commentators seem unclear exactly where the distinction lies. What we do know is that
much of the data we currently have access too will no longer be useable after the
deadline.
Up to 75% of customer data on marketing databases will
become obsolete after May1
.
FOSTERING TRUST
The GDPR offers the opportunity for all to reflect on the issues of trust between brands
and consumers. This shift in regulation is essentially about putting consumers’ best
interests first - making sure that they have a choice in entering the relationship with your
brand and asking questions about what they get in return.
For brands and agencies, the GDPR presents a huge opportunity to refocus on data
collection, ownership and understand how data is being used. It offers a chance clean-up
old databases, improve efficiencies and focus energy on consumers that really want to
hear from you, building much healthier relationships with consumers based on trust,
transparency, and integrity. The GDPR should give brands confidence that they are
communicating with consumers who want to listen, making communicating with them a
more positive experience:
“If brands really understand GDPR and embrace what it
brings, then they will thrive… They will build a much better
relationship with their customers based on integrity,
transparency, honesty and openness.”2
EARLY BRAND RESPONSES:
1
Study by W8 data: https://www.campaignlive.co.uk/article/gdpr-will-render-75-uk-marketing-data-
obsolete/1441738#udyOcjEYdIrd3ifc.99
2
http://www.thedrum.com/news/2018/01/31/customer-centric-thinking-will-become-the-new-normal-says-experian

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Transforming relationships with the GDPR
CANCER RESEARCH: REFRESHING PERMISSION EARLY
Cancer Research decided to embrace the challenges of the GDPR early, and in 2016 took
the opportunity to turn what many perceived as a threat to fundraising into an
opportunity. Shifting to an opt-in model of marketing, the charity now only contacts
consumers who have given it specific permission to do so. Yet rather than seeing the shift
as a barrier to communications, Cancer Research says it is actually providing a better
supporter experience, and means focusing efforts on people who actually want to be
engaged.
MANCHESTER UNITIED FC: REFRESHING CONSENT, STAY UNITED
Manchester United FC’S ‘Stay United’ campaign film asked their email subscribers to
check their marketing preferences whilst incentivising early compliance from supporters
by entering them into a prize draw with a chance to win 1 of 10 signed shirts. Importantly
the incentive was not dependent on whether they chose to opt-in or out of the marketing
subscription.
WETHERSPOON: DELETE, DELETE, DELETE
Rather than requesting permission to retain consumers’ data, Wetherspoon adopted an
alternative strategy, opting to hit the reset button on their database and effectively
deleting details of its 700,000 customers. Wetherspoon said it would instead promote
offers via its website3
.
FINAL THOUGHTS
The GDPR adds clarity to a conversation that has been hidden and confusing for too long.
Responsible data management is seen by many as the next competitive battleground that
could win trust and influence purchase decisions. Research from Experian shows that
consumers are happy to share data as long as they see the value in doing so: 69% of
consumers have said they are happy to share data for discounts on products and services
that are relevant to them4
. Brands have a huge opportunity to use this legislation as a
springboard for a focus on consumer relationships, and creating truly customer focused
marketing.
3
https://www.marketingweek.com/2017/07/05/wetherspoon-data-email-marketing-gdpr/
4
Experian’s study http://www.thedrum.com/news/2018/01/31/customer-centric-thinking-will-become-the-new-normal-
says-experian

5. GET ADVERTISING SMART
Transforming relationships with the GDPR
If you are interested in learning more about the subject of this article, please contact
Sarah Emmerson, Insights Planner, emmersons@bbdoknows.com
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