GDPR Compliance Marketing: How to Make a Compliant Business in Europe

The shift of business, personal, and social life to the Internet has highlighted the importance of protecting personal data.

Consequently, marketing strategies must now align with current regulations, requiring marketers to exercise caution and creativity to ensure adherence to these policies. 

Let’s explore what GDPR compliance marketing is, and the points you need to consider to make your strategy effective and legal.

What Is GDPR and How Was It Developed?

The General Data Protection Regulation, or GDPR, came into effect on May 25, 2018.

It replaced the Directive of 1995, which was recognized as outdated in the up-to-date prevalence of gadgets, the Internet, and social networks.

Moreover, GDPR is founded on entirely new principles, prioritizing the protection of users’ personal data and providing them with comprehensive legal protection.

The need for GDPR development became evident after several incidents of data leakage occurred in large companies, including Facebook and some of its subsidiaries. These cases revealed breaches in data protection, which led to the development of new regulations.

Today, GDPR is a must for all companies operating in the European Union.

All who want to do business in the EU and spread their influence across several markets must keep to it. Moreover, GDPR compliance marketing is a part of all development strategies for companies that strive for expansion across Europe. Now, let’s see how it works.

What Makes GDPR a Must-Have for Your Marketing Plans?

Maybe it’s disappointing, but if your company stores or handles the personal data of users in the European Union—no matter where they are located—you must comply with GDPR.

Any information that allows for user identification falls under the category of personal data:

• Name and phone number used for signup
• Email or IP address
• Cookie information.

Data controllers take all necessary steps to ensure the security of this data. Moreover, explicit consent for processing personal data and the right to erasure are paramount. It may sound strict and intimidating, but the regulation is fair and objective, as your customers want to feel secure.

In a nutshell, GDPR rules digital marketing, as it allows to achieve the following goals:

• Enhanced security

GDPR is a clear set of rules. Therefore, it simplifies the process for companies to develop a legal and reliable data protection strategy. This robust approach ensures consistent protection of personal data, regardless of the size of your user base.

• Comforting transparency

When a company is clear about how it will use customers’ data, users feel more confident and can make informed decisions. It is a big step toward trust and loyalty, which are on the list of key marketing values today.

• Better accountability

GDPR aids in monitoring the activities of companies that access user information and personal data after subscription. It helps to avoid abuse of authority and even unintentional data leakage.

The regulation affects various spheres of online marketing, whether it is email marketing, automated marketing, or social media advertising.

SEO also becomes more streamlined due to minimized retargeting. All you need is to think over all the steps that will help you get compiled—and proceed successfully and without hassle.

GDPR Compliance Tips for Marketers

Bringing your users’ personal data protection into compliance with GDPR requires consistency and knowledge of all its requirements.

Undoubtedly, it’s a challenge. However, you can relax—here’s a short list of steps to help you do it all seamlessly:

Reorganize your database

The first thing you must do is to audit your database. Identify all related information, track how it is used, where it came from, and where it is stored for the time being.

Use licensed tools to manage private data and remove the information you don’t need. This forms the foundation for effective GDPR compliance marketing.

Determine your legal basis for processing

You should consider the type of business you are running to establish your legal processing path.

For example, this may involve obtaining explicit consent from users or identifying a legitimate business interest that justifies data processing.

Double-check all consent aspects

Make sure you have valid consent for each area of your business where it’s required. The specificity also matters a lot, so ensure the consent covers all intended uses.

Make your emails and forms convenient for both opt-ins and opt-outs

It concerns such parts as online forms for various types of activities you offer along with all kinds of subscriptions you provide. It is all about transparency .

Your customers want to see where this or that action will lead them, and have the choice to decide whether or not to make it.

Revise privacy policy

According to GDPR, you must inform your users about who will have access to their personal data and how it will be used. Review the regulation carefully to understand all the mandatory provisions and update your privacy policy accordingly.

As you can see, the process is multi-dimensional, so feel free to use platforms that can help manage GDPR compliance and streamline it. For example, Sprinto, Drata, or Netwrix Auditor will come in handy.

Bottom Line: Is GDPR Compliance Really a Must for Marketers?

Undoubtedly, the new regulations place many responsibilities on data marketing teams, in terms of consent, processing, retention, transfer, and deletion. It appears that it would be better to set aside this task with an asterisk and focus on something more beneficial. But don’t ignore it. 

Disregarding may lead to hefty fines and reputation damage. But building your marketing strategies on a GDPR compliance basis is a key to gaining trust and loyalty.

Show respect for, and safeguard their privacy, and they will recognize your reliability. Not only in data security but also in the quality of your goods and services.