Maximising the value created from your marketing spend is crucially important to ensuring the growth of your company. On 25 May 2018, GDPR (General Data Protection Regulation) comes into force throughout Europe, requiring companies to take more care of personal data and be more transparent. It would be a good idea to consider the consequences now, so that you’re in shape to make best use of your marketing budget come May. GDPR will make using customer data for marketing purposes more difficult – you will need to have a reason to contact people on your mailing lists, or make sure they’ve given you consent. You also can’t just hang onto lots of customer data. But don’t despair – there are lots of ways to build a successful marketing strategy that will last for years to come.
Here are our three top tips for successful marketing post-GDPR:
Focus on cross-channel marketing
Make best use of your website by building a website and social media presence that showcases your company in the best way it can. In contrast to direct email marketing to existing customers or to bought in lists (not something we’d recommend), this uses no personal data, and is a great way to reach new customers and build the profile of your business.
Write a blog
Customer engagement is key. We predict a trend for greater transparency across businesses in 2018, not just limited to what companies do with their data. Writing a blog gives customers an insight into your business, building interest and starting a conversation. As an added benefit, when properly optimised, a blog will boost your search engine presence.
Using a third party provider to keep your data secure
IT security is one of the most important tools to eliminate risk associated with data breaches once GDPR is in force. We’d recommend getting your systems in order. But you can also gain by having a third party act on your instructions to manage communications with your customers, benefiting from their security systems and established processes.
GDPR and successful marketing – where to find out more
At Insight Group, we support customers across their marketing strategy and on all platforms. To see how we can help, get in touch today.
