SearchLove London 2018 - Jenna Tiffany - What an email marketer can teach you about life after GDPR
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There’s no doubt that many marketers will still be suffering from a GDPR induced hangover, with the memory of thousands of ‘Privacy Policy’ and ‘please opt-in’ emails hitting the inbox the week of GDPR coming into force. Email marketers did bear the brunt, and they had to be prepared in advance, to ensure they had consent or they risked losing their valuable marketing lists. Jenna will teach us how to prepare for what is only the start of privacy law changes.
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SearchLove London 2018 - Jenna Tiffany - What an email marketer can teach you about life after GDPR
- 1. Jenna Tiffany CMktr, F IDM #SearchLove @JennaTiffany @LetsTalkStrat What an email marketer can teach you about life after GDPR
- 2. JennaTiffany#SearchLove About Us Straightforward digital marketing strategy www.letstalkstrategy.co.uk
- 4. records breached in 2017 Source: Breachlevelindex.com 2,600,968,280 JennaTiffany#SearchLove
- 6. of consumers surveyed want more control of their data. Source: DMA, 2018 90% JennaTiffany#SearchLove
- 7. JennaTiffany Emotional cycle of change from GDPR #SearchLove
- 8. 1. Stability “Contentment” Pre-GDPR – Data Protection Act 1995 JennaTiffany#SearchLove
- 9. • 2012 – 25th January, initial proposal for updated data protection regulation • 2014 – 12th March, the European Parliament approved its own version of the regulation in its first reading • 2015 – 15th June, the Council of the European Union approved its version in its first reading • December 15th - the Parliament and Council agreed and the text was finalised as of the Official signing in January of 2016. • 2016 – date then sent to become law – 25th May 2018 2. Change Approval & Adoption JennaTiffany#SearchLove
- 10. #ESSE18 3. Denial – 2 years to prepare Source: Google Trends “It wont affect us” “Brexit will sort it” “Blah, Blah blah” “PANIC!!” JennaTiffany#SearchLove
- 13. #ESSE18 JennaTiffany Brands cut advertising ties with Facebook #SearchLove
- 14. 6. Bargaining (coping) stage
- 16. 7. Acceptance - use it/do it or opt out stage JennaTiffany#SearchLove
- 18. 21st May not even Mailchimp can cope JennaTiffany#SearchLove
- 20. 23rd May Comply or die! letstalkstrat JennaTiffany#SearchLove
- 21. GDPR is bigger than Beyoncé! talk_strategy JennaTiffany#SearchLove
- 22. 24th May – 1 day to go! - April JennaTiffany#SearchLove
- 24. 25th May – GDPR DAY First complaint to ICO! JennaTiffany#SearchLove
- 25. 25th May – D’oh! talk_strategy JennaTiffany#SearchLove
- 28. Learning 1 – How to cope & manage change JennaTiffany#SearchLove
- 29. Missed Opportunity Window of opportunity JennaTiffany#SearchLove
- 30. We still have more to do 48% of consumers do not understand where and how organisations typically use their personal data Source: Marketingweek, OnePoll survey for the CIM, May 2018 JennaTiffany#SearchLove
- 31. • Everyone sent their communications at the same time in a panic. • First rule of business, to not be in a saturated marketplace, at the same time. • Find a niche, differentiate yourself. Be prepared JennaTiffany#SearchLove
- 32. Think of it like a marketing plan 1. Situation analysis – what is going on? 2. Market goals – what do we want to achieve? 3. Marketing strategy – how can we get there? 4. Budget and plans – what will it cost and what’s the timing? 5. Metrics & adjust – how are we doing? What needs to change? Steps to managing change: JennaTiffany#SearchLove
- 34. Learning 2 – It’s not about you, it’s about the customer JennaTiffany#SearchLove
- 35. Marketing needs a mindset change
- 39. Marketing in a post-GDPR world The consumer has control JennaTiffany#SearchLove
- 41. You need to mean it! • From name: no-reply- gdpr@brandx.com • Date sent: 25 May 2018 – GDPR Day! • Subject: BrandX - Your privacy is important to us JennaTiffany#SearchLove
- 42. Marketing in a post-GDPR world • The increasing scrutiny from consumers is only going to get worse, especially with more and more high profile data breaches. • There will be more breaches… letstalkstrat JennaTiffany#SearchLove
- 43. JennaTiffany#SearchLove All because of a memory stick
- 44. JennaTiffany#SearchLove Source: BBC, 7th September 2018
- 45. Is your organisation prepared? - 2.4 million "right to be forgotten" requests - Have you tested how quickly you can respond to any requests you may have from customers? JennaTiffany#SearchLove
- 46. Changes that impact SEO’s Google Analytics – Data Processor You - Data Controller, controlling the data sent to GA. JennaTiffany#SearchLove
- 47. GDPR has given marketers an opportunity to build trust with the consumer JennaTiffany#SearchLove The key benefit Use it or lose it!
- 48. What benefits has GDPR brought? - Opportunity to consider the kind of info our customers want to receive - Gather more data and segment more carefully - Email databases – quality over quantity - Considering multiple channels! JennaTiffany#SearchLove
- 49. JennaTiffany#SearchLove Learning 3 – Don’t follow the crowd
- 50. Inbox Mania More emails sent than on Black Friday! JennaTiffany#SearchLove
- 52. JennaTiffany#SearchLove Take your customers on a journey
- 53. Take your customers on a journey JennaTiffany#SearchLove
- 54. JennaTiffany#SearchLove Take your customers on a journey
- 57. Our marketing duty hasn’t changed… talk_strategy …is to listen to the needs of the customer and to satisfy JennaTiffany them. The companies that do this will be the ones to survive. Source: Jenna Tiffany, 15th October 2018 #SearchLove
- 58. Our approach didn’t build trust talk_strategy • GDPR emails in the last week – how does a consumer manage their inbox? • This gave customers an easy solution to opt out. • How can consumers have trust with a last minute/rushed approach? JennaTiffany#SearchLove
- 59. GDPR isn’t the end…more is on its way PECR JennaTiffany#SearchLove
- 60. “The Privacy and Electronic Communications Regulations (PECR) sit alongside the Data Protection Act and the GDPR. They give people specific privacy rights in relation to electronic communications. There are specific rules on: • marketing calls, emails, texts and faxes; • cookies (and similar technologies); • keeping communications services secure; and • customer privacy as regards traffic and location data, itemised billing, line identification, and directory listings.” Source: ICO website What is PECR? JennaTiffany#SearchLove
- 61. Summary • To survive you need to be able to cope with change! • It’s not about you, it’s about the customer • Don’t follow the crowd – be unique • Get informed, there’s more to come…look into PECR JennaTiffany#SearchLove
- 62. www.letstalkstrategy.co.uk Straightforward digital marketing strategy Thank you! JennaTiffany#SearchLove