On May 25, the General Data Protection Regulation (GDPR) will enforce new standards for the protection of consumer data and have a profound effect on the way companies acquire and manage that data.
So should brands be worried? Will this blow a hole in your EU marketing initiatives and crush your top line? And more to the point, will this be replicated in the U.S.? The answer may seem complicated, but it’s not. The fact is, if regulations like this are going to majorly affect you, your brand is probably already in trouble.
GDPR Is Simply Regulation Catching Up To Preferences
The goal of GDPR is to protect people’s online experiences. Marketers shouldn’t think of the regulation as a restriction to their brand but as an opportunity to provide better service and interactions with their customers.
This is a significant shift, but it’s one that businesses and brands need to embrace. Brands need to stop marketing to audiences and start marketing to people. By doing so, they’re improving user experience to serve user preferences better. It’s not revolutionary or groundbreaking. It’s simply supporting the preference of the consumer.
But, of course, for marketers, new regulations can seem intimidating. What they need to understand is that this really is a good thing for our consumers. With the shift from audience-centric to customer-centric marketing, businesses are forced to think about marketing in a new way — a way that is, in reality, how we should have been thinking about marketing from the very beginning. This means creating marketing campaigns that are catered toward an individual, reaching them with the right message, at the right time and using the right medium. This will take a bit of investment up front, but once we have integrated a people-centric strategy, we’ll be able to unlock stronger results from our marketing than ever before.