GDPR or General Data Protection Regulation comes into the legal force on 25th May 2018. Generally associated with the protection of personal data of the users, it has greatly impacted the digital marketing. Undoubtedly, with the advancement of technology, the users have highly been benefited. But they often fall into the clutches of cyber-crime while sharing their personal information whether it is the personal identification or the bank details or IP addresses. Basically, GDPR is the type of European Union regulations which was enforced to protect the European citizens.
The main purpose of the digital marketing agencies is to target the users and their requirements. The ads are then designed depending upon the vast user’s requirements. But with the enforcement of GDPR, this tracking by SEO agencies has become quite difficult. Now, then need to focus on their tracking strategy and also look upon what is being tracked. You might be thinking as of how GDPR can affect the digital marketing despite it adds a bit limitations, isn’t it?
Major regions where businesses are benefited with GDPR
The advertisers need to choose the set of options that can be provided to the users in course of tracking. Unless and until the user provides permission in the form of cookie acceptance, tracking is quite impossible. However, there are still some benefits which the SEO agencies obtain from GDPR. Have a glimpse on it.
• Link architecture and the privacy policy
Different companies have their own privacy policy which they surely want the users to be aware of. With the GDPR, it informs the users to put the link into the option of the privacy policy of each page at the site. The privacy policy is generally controlled b the legal team rather than the marketers alone. The link of the privacy policy with the page allows the SEO agents to pave a new way to crawl to the users.
• Marketing with the legitimate interest
In this context, legitimate interest refers to the processing or modification of the user’s data in a way as expected by them. In this type, there is minimal privacy impact. Consequently, if the business chooses the legitimate interest for digital marketing, the marketers have the freedom to send emails on an unsubscribed basis to the users.
• GDPR and data processing
The major area of digital marketing which is impacted by the GDPR is data processing. In this case, the data which they want to process will only be accessed. They are accountable to provide legal justification for the personal data collected by them or why it is being processed. This, however, is quite beneficial for the marketers. They need not ask the users just for the purpose of ‘nice to have.’ When B2B marketers are approached, they believe that low quality or lack of quality of data is the major barrier. It allows the marketers to focus on the data that really matters and process it further.
• Budget factor
Businesses generally set a precise budget for the digital marketing and had probably locked it before 2018 commenced. However, after the introduction of GDPR on May 25th, 2018 they now need a fresh plan and budget estimates to work further. The funds now would generally drift towards the SEO. This consequently might affect the backburner projects. A new law means starting every prospect afresh.
• Searching does not mean giving data
Various platforms related to the information discovery often require logging in through social media networking or sharing certain personal data. However, search now can be done effectively and anonymously. When privacy is concerned with the individual, Google even provides the option of Incognito browser for safe searching. Moreover, it does not require any additional login. Apart from the personalized searches, users even don’t need cookies in order to get some advanced results.
• User Intent
With the introduction of GDPR, the digital marketers would now come to know that it is not the cookies or personalized advertising that matters the most. The best and an effective way to target the end users are the quality oriented content. The contents should be designed in such a way that the end users easily approach your site when they search for it.
GDPR is undoubtedly the best transformative event in the digital marketing history. However, the digital marketers still talk about its negative aspects rather focusing on its positive points. Users generally want better products and services that are marketed well. The businesses avail this opportunity while contacting a better team of SEO experts.
What all factors are looked forward by the digital marketers?
Many of the marketers are still not aware of the pros and cons of the GDPR laws. They still need proper guidelines and clarity regarding its interpretation. However, this confusing state cannot be used as an excuse. We often rely on the personal data of the users and make the changes accordingly. However, with the effect of GDPR, collection, processing and interpretation of data have now become quite difficult but it isn’t impossible. Look at its essential benefits.
• User data control: The best part of it is that the users have complete control over the data. They can consult, relate, access and rectify if needed.
• Compliance: The compliance can be established if anti-spam governance including opt-ins and opt-outs should be established. The best way can be the set up of the profile management page by the websites.
• Consent management: It provides complete freedom to withdraw and give consent on particular content. However, such records are subject to an audit anytime.
When looked at the bright side, there are several points that benefit both the users and the businesses through GDPR. The businesses however require better SEO training or qualified team of experts that provide an effective design for the website. Proper research has to be carried before designing the website, content and other approval prospects. Customers support is equally important to access and process their data for the purpose of marketing. Without their consent, it can be subject to legal obligations.
