GDPR (General Data Protection Regulation)<\/strong>, was launched recently in the European union and is meant to protect the data of all citizens. This new rule will govern the way in which organizations collect and use data from individuals. This law has been implemented in order to safeguard user\u2019s data. The law was defined in 2016 but implemented recently due to the incidents like Cambridge Analytica.<\/p>\n

Most businesses and organizations, especially outside the EU and EEA, haven\u2019t truly grasped the whole law and some are even totally unaware of this new law. If your website relies on data from users and you want to operate in EEA, then you must comply with the GDPR.<\/p>\n

Marketing Automation and GDPR<\/h2>\n
Now, you\u2019d be confused as to how to get started and how to implement everything regarding this new law.<\/p>\n
Well it\u2019s quite easy. You can use marketing automation to take care of compliance with GDPR.<\/p>\n
If your business relies on data, then marketing automation can help with the following:<\/p>\n
\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0Generating Better Leads<\/p>\n
\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0Reducing Cold Calls<\/p>\n
\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0Engaging Audience with curated content<\/p>\n
\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0Measuring the Return on Investment<\/p>\n
\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0Collecting marketing and customer data for further analysis<\/p>\n
\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0GDPR compliance<\/p>\n
All of these benefits of marketing automation will help you in dealing with the most important aspect of GDPR, i.e.,\u00a0TRUST.<\/strong>\u00a0Ingredients of building trust with your customers, subscribers and prospects falls down to three basic criteria:<\/p>\n
\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0Creating content that they care about<\/p>\n
\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0Creating value for them<\/p>\n
\u25cf\u00a0\u00a0\u00a0\u00a0\u00a0Making them feel safe while they use your services<\/p>\n
Let\u2019s look at some of the problems related to collecting and using user data and how automation can provide an elegant solution.<\/p>\n
Problem of large Databases<\/h2>\n
In marketing, we\u2019re all too familiar with the idea of creating data dumps. We collect all the information about a particular visitor \/ subscriber \/ customer, even the data that isn\u2019t relevant. This is going to change with GDPR. Now companies will be allowed to only collect data that is relevant to the provided services. So, for example, you\u2019ll not be able to collect a person’s religious or political affiliation and information about their family background while operating a loan service.<\/p>\n
How Marketing Automation solves this problem?<\/strong><\/p>\n
With marketing automation, you can record the data submitted by the user and set preferences according to which this data is stored. You can check compliance of collected information with certain automation tools and delete all the redundant data that you don\u2019t need.<\/p>\n
Customer\u2019s Consent<\/h2>\n
No one ever reads the terms and conditions. Right?<\/p>\n
Well, now companies are required to inform users specifically about the way in which collected data will be used. Apart from this, restrictions have been set on how this data can be used.<\/p>\n
Also, all your users must have the option to quit using your services anytime they want to.<\/p>\n
How Marketing Automation solves this problem?<\/strong><\/p>\n
Marketing automation enables you to automatically show each user what type of data is collected regarding them and how that data will be used. Also, they\u2019ll have the option to opt out of this if you configure the tool properly. Most automation tools now provide such functionality through which you can record the preferences of users.<\/p>\n
Proof<\/strong><\/p>\n
Also, getting permission is one thing, proving that you got the permission is another. With automation tool, whenever a user opts in and allows you to collect and use data, the proof for the same is stored automatically.<\/p>\n
Standard Security<\/h2>\n
Many small and medium sized companies regularly failed to secure data of users as they viewed security as a redundant expense. Now security has to be of prime importance. Certain guidelines have been set in place by GDPR with which all companies collecting user\u2019s data must company.<\/p>\n
How Marketing Automation solves this problem?<\/strong><\/p>\n
You automation tool can scan the database and find various loops through which the database can be penetrated. This will enable you to know about almost all of the things you need to secure.<\/p>\n
Most important of all…Building Trust<\/strong><\/p>\n
With the collected data, automation tools can associate preferences of users with their contact details. This will enable you to automatically provide each user with content that they care about. Hence by providing value to them, you\u2019ll be able to gain their trust.<\/p>\n<\/div>\n<\/div>\n
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