Most managers will be aware that the General Data Protection Regulations (GDPR) will officially be in place from 25th May 2018. In preparation for this, businesses across the UK must look at how they are obtaining, storing and using data for prospects, clients and customers.
On Tuesday 21st November, our Head of Digital Marketing Jessica Shailes, presented a seminar to people from 30 local businesses at The National Space Centre, alongside experts from Bray & Bray Solicitors and Haines Watts Chartered Accountants, to help set out what companies need to be aware of and the actions that they should bear in mind in order to be GDPR compliant.
Advice about GDPR and cyber security
Legal representative Gordon Monaghan from Bray & Bray Solicitors covered the legal principles of data processing including data subject rights, what to do if there is a data breach and who holds accountability for the processing of data within a business.
Following Gordon, Steven Connors from Haines Watts discussed best practice around keeping data secure as well as implementing realistic policies and procedures that everyone in contact with data will be able to follow.
Advice about GDPR and marketing communications
Jessica Shailes, Head of Digital Marketing at The Ideal Marketing Company concluded the seminar by delivering a presentation on how to use GDPR to a business’ advantage, when it comes to targeted, measurable digital marketing.
Covering aspects such as how to build a compliant database of prospects and customers, with advice on how to target them with the information that they actually want to receive, Jessica’s presentation also included tips on how best to go about sending email campaigns following GDPR and how to use social media advertising to help build relevant, segmented lists.
Questions asked about GDPR and marketing
Questions answered following the presentations included details of the difference between unsubscribing and the right to be forgotten and how are these dealt with differently; whether a record of unsubscribers should be kept and what to do with existing bought data lists.
Feedback from GDPR seminar delegates
Feedback from delegates was positive, with one attendee, Dave Berridge from Emkat Solutions Ltd commenting: “I think that by now people know that whatever industry they’re in, they’re going to be affected by GDPR. The thing that people don’t know is what they will need to do to prepare for this. Today’s seminar helped to distinguish what is actually relevant for my company by both explaining what to prepare for and how to capitalise on the opportunities that building a fresh database should bring.”
Easy GDPR marketing mistakes
Commenting on she hopes the event will have helped local businesses, Jessica Shailes said:
“We’ve heard stories of where some marketers are recommending their clients email out to their current database to request for their consent to email marketing, but this clearly isn’t compliant with existing Privacy and Electronic Communications Regulations, as demonstrated by the hefty fine that Honda received for doing this earlier this year. We want to help our clients not to make the same mistakes, as each business is ultimately going to be accountable for its marketing, whatever form this takes.”
Register to receive information about The Ideal Marketing Company’s next GDPR seminar
The seminar was the first in a planned series of GDPR events organised by The Ideal Marketing Company. For details of future events, contact Jessica directly at seminars@idealmarketingcompany.com
