With the GDPR deadline fast looming, it is more important than ever for marketers to be confident with their data.
Media coverage of GDPR tends to focus on the possible negative impacts rather than the opportunities. The fact is that many of the key requirements for GDPR compliance can also help marketers to enhance their activities and boost customer engagement. By implementing a cohesive data-driven marketing strategy, brands can alleviate the risks of GDPR and maximise their data to build meaningful, long-term relationships with their customers.
Research by Jaywing PLC (LON:JWNG) has found that most marketers feel unable to implement effective data-driven marketing strategies in their organisations. Even though 92% of marketers see managing data better as a priority, just 57% of teams say they have the right data skills and only half believe they are using the correct data management approach.
With the GDPR deadline fast looming, it is more important than ever for marketers to be confident with their data. As well as avoiding heavy fines, GDPR compliant data can also help businesses to understand their customers better and build compelling, personalised marketing content that will deliver ROI in the long term.
Here, Inderjit Mund, Data Management Practice Director at Jaywing, outlines his top five tips for delivering a data-marketing strategy that is both effective and GDPR compliant:
Better, smarter data
GDPR-compliant data that is current, accurate and structured can help brands to understand customers and build compelling, personalised offers. Likewise, customers who give permission for businesses to use their data in line with GDPR are much more likely to engage, giving brands a base of ready-qualified, open targets for relevant communications.