Since its entry into force in 2018, the GDPR has caused a lot of ink to flow. This mandatory compliance for the respect of personal data can be complex for the marketing strategy. Whether with B2B or B2C, an impact is to be expected, hence the importance of being well informed in order to avoid unpleasant surprises.
Advertising prospecting is modified with the GDPR
When the professional collaborates directly with the consumer, he must be vigilant since the GDPR requires respect for personal data. Before launching an advertisement, consent will then be essential. If the latter is not given, advertising spots and newsletters, for example, cannot be broadcast, which may have consequences on turnover. It is therefore important to reassure the consumer regarding the processing of this personal data.
By using a company specializing in GDPR and marketing strategies, you put the odds on your side so that the consumer can see this advertisement. Let’s not forget that this is essential to increase the productivity and profitability of a company. On the Internet, advertisements can be intrusive to the customer. The French are then numerous to refuse consent because of these spots which multiply over the pages.
By reassuring the consumer and developing a good strategy with relevant and targeted advertisingyou should not be negatively impacted by the GDPR.
B2B marketing is not negatively impacted by this GDPR
When companies work with professionals, this consent does not exist for the distribution of advertisements, newsletters or the sending of commercial emails. However, it will be necessary to play the card of transparency in order to retain him while meeting his expectations. We advise you to develop a marketing strategy in line with its field of activity.
The use of personal data is regulated!
In the past, advertisements were abundant and they did not necessarily target Internet users. Promotions were delivered through various channels and some sites could use personal data without worrying about the impact. With the arrival of the GDPR, everything has changed for the collection of this information. These are essential to launch quality marketing strategies. When they target a consumer or a professional in order to meet their expectations, the conversion rate is much higher.
- It is therefore necessary to be transparent about the use of personal data and especially about the retention period..
- The recorded data must not be identifiable, it is also important to put in place security measures.
- Some companies are victims of scams or cyberattacks, it is essential to secure all data.
Many pirates look for them since they are worth gold, hence the interest in protecting them as much as possible. It is also a guarantee of quality for consumers or professionals who place their trust more easily.
Compliance with the GDPR is therefore essential whether for B2B or B2C, but you must be vigilant regarding use and processing. For your prospecting to bear fruit, to avoid sanctions from the CNIL and to meet customer expectations, respect and transparency are the two essential criteria.