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The data game

GDPR is upon us. Over the past few weeks, we've all been inundated with emails about consent and privacy notices. But, with the deadline passed, what now? Guest blogger, Ally Orr - marketing strategist and digital marketing guru -gives us her views.

Big data. Photo by Markus Spiske on Unsplash

Data is on the tip of everyone’s tongue at the moment, particularly since the GDPR apocalypse has been and gone. Now that the deadline has passed, organisations seem to have gone one of two ways; either hurriedly emailing their entire database in a panic or kicking back and relaxing because they have implemented every policy change under the sun.

The positives? Well, organisations are far more cautious about collecting and handling data. This new way of working may see companies review policies of systematically collecting any data available and then seeing it as a measure of success. Handling people’s data comes with responsibilities and perhaps we are seeing a step-change in companies understanding that there are real people at the end of name on a spreadsheet.

GDPR has given marketers an opportunity to review who they speak to and why they want to speak to them. If managed properly, any information collected will be ‘good’, positive data, meaning the people reached actually want to hear from the organisation and have an interest in their product or service.

Whilst the endless GDPR meetings and changing of internal processes and systems has been a headache, it has also provided opportunities to communicate with audiences in a more considered way – rather than aiming to reach the masses, meaningful engagement can be the objective. After all, bigger isn’t always better.


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