GDPR Is Good For You (And You)

GDPR is now a fact! Finally! For many, this is a nightmare and for others a blessing. For one I am happy that it is D-Day and we can all relax a bit. For me, the feeling is the same as when you prepare for an exam. It takes months of preparation, you kind of know what the exam is going to be about, but not exactly, the closer the date for the exam comes, the more nervous and unprepared you feel, even though that you probably are very well prepared and on the day of the exam you get this feeling in the morning of relief. No more anxiousness or anxiety, it is what it is, it is here, and you can only hope that you have done enough to beat the exam. It is that feeling that I feel today, 25th May 2018, that I have done the best I can to comply with a law that is so broad and unspecific that I could never be sure if I got everything covered. Not sure if anyone can. However, it is D-Day and I am happy about it, I am happy with the work I have done and that the visitors of this website (that’s you) and other websites I operate can now feel safer.

Now that the stress with the preparations over the GDPR is behind us, we can sit back and look at all the benefits it brings. For both marketers and visitors/customers.

Benefits for marketers

For me in today’s globalization of the market and the quick shift of the consumers’ preferences on a vendor or a brand, building a strong relationship is extremely important, but also most difficult. Let’s say a small e-commerce website that has been operating for over 10 years and has built an email list of thousands of people over the years and is doing an email marketing campaign for a new product. There is a big chance that a lot of these people on this list don’t even remember that online shop exists, because for example they bought a present for an ex-girlfriend from it six years ago and because at that time the website was offering a 10% discount in an exchange of an email that person signed up to the newsletter but never opened it or bothered to unsubscribe.

What this means is that now this business’ email campaign takes into consideration people that are not interested at all in their offering instead of concentrating on the ones that will actually open the email.

What I am trying to say is that marketers should look at the GDPR as an 80/20 rule regulator. Even if 80% of the customers don’t give consent that means that the 20% that will give it are the ones that are important to the business. Now the data to be processed is less and more accurate. Almost feels as if the EU legislators should start charging for it as a service instead of putting it into law.

Benefits for customers

Well, not much to say here as the whole point of the law is to protect us as customers and our privacy. This is the official answer I guess, but what I am really happy about is how lean my inbox will look from now on. It’s like my Gmail account went on a diet. Not even, it’s like it went through a liposuction, because it all happened in an instant during the last couple of days, as I am sure you all have experienced it too.

The 80/20 rule applies here as well. As customers we will now get newsletters and promotions only from the companies we care about. I can’t even call it junk mail anymore as I want to receive it.

Happy GDPR day to us all

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