On the the 25th May, 2018, the GDPR will come into affect, and the implications could be quite significant from a marketing perspective, but I think it’s important to distinguish between implications for B2B and B2C marketers.
So, starting with B2C, this is where the implications will be most significant, unless you have clear consent from the person opting in, and unless they understood exactly what that data was going to be used for, then you will not be able to use it any more. You won’t be able to use it for email or SMS, or for targeting people on other platforms, such as social media.
For B2B, the rules are a little less stringent. You will be able to continue using data for people that have not specifically opted in, as long as it was simple for them to opt out and they understood exactly what their data is being used for.
So over the next six months this is your window of opportunity to communicate with your audience, and if you’re on the B2C side, get as many of your audience to opt in as possible, or if your wording was a bit vague, to reengage with them and make it clear what that wording will be used for. If you’re on the B2B side reengage with the audience, give them the opportunity to opt out and ensure they are clear what their data is being used for.
If you can do that then hopefully you can ensure your house is relatively in order come May 25th next year.
See you next time.