GDPR Forcing Marketers to Put Privacy First

The General Data Protection Regulation (GDPR) is forcing marketers to address privacy policies with consumers, something previously avoided at all costs by some. GDPR requires marketers to be more intentional and transparent about how they collect and use customer information, giving consumers a sense of control, security, and respect.

AdWeek reports that marketers can better surprise and delight consumers by putting privacy at the center of all customer experiences, resulting in more meaningful interactions. Here’s how:

Take stock of data. Audit data collected in order to determine how much of it is actually used and ensure that no opportunity to turn insights into personalized interactions is missed. In the same vein, it’s important to ensure that only information that drives value is collected. A record of all customers’ opting in, opting out, and deleting data should be kept as well.

Treat the privacy policy as a marketing tool. Rather than relegating the privacy policy and updates to the fine print, use it as an opportunity to show customers that their data isn’t taken lightly and to describe exactly how the information is used to give them customized, dynamic experiences.

Weave privacy into marketing strategy. Implement simple methods within marketing strategy to use customer data more effectively, derive better value for your business, and ultimately make customers feel valued. Consider matching consented online and offline data to specific customers to prevent the delivery of inconsistent messages (for instance, delivering a coupon post-purchase), asking for permission for individual preferences to ensure the right online content is delivered at the right time so that every interaction adds value, and using consumer data as a strategic tool for personalized email marketing campaigns to avoid message fatigue and provide relevant offers rather than generic sales messages.

Ensuring Data Privacy

Data privacy is the key to GDPR compliance, and ensuring data remains private relies on a robust cyber security plan. Help your organization stay secure with training from IEEE. Cyber Security Tools for Today’s Environment is an 11-course program covering cloud security, cryptography fundamentals, mobile device security, and more. It’s intended for professionals in IT, computer science, and related fields, and upon successful completion, your engineers receive valuable CEUs/PDHs that can be used to maintain engineering licenses. Connect with an IEEE Content Specialist for details today.


Rawding, Matt. (7 Feb 2019). 3 Ways Marketers Can Deliver Experiential Privacy in the Age of GDPR. AdWeek.


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