Every functioning e-commerce business is subject to a number of legal obligations that it must comply with. The General Data Protection Regulation (GDPR) is one of them. The purpose of this article is to show that the GDPR should not be viewed as a binding restriction but as an ally of Establishing a strategy for consent and preference management This is how you can increase your marketing performance.
When collecting customer data, e-retailers have all too often focused on quantity for years.
This approach leads to essentially unusable massive amounts of data that are rarely used, while any form of consent and preference management is expediently overlooked. According to a study by the Massachusetts Institute of Technology (MIT), Aarhus University and London’s Global University of 10,000 websites 32.5% use implicit consent to benefit from faster access to their customers’ data.
Implicit consent can come in many shapes and sizes, including pre-checked check boxes, dark patterns, and other designs that may deter a person from providing positive consent.
Although data protection regulations have only become more consistent and differentiated in recent years with the introduction of the GDPR 1 in 10 websites should meet the requirements of the GDPR (According to a study by Cornell University). No wonder, as e-merchants are most likely afraid of collecting less data on the pretext of undermining their marketing performance.
One of the basic terms in GDPR is approximate Privilege quality over quantity when it comes to collecting data. When there are customers free to choose how your data is used, You are more likely put their trust in your business and therefore Share the most relevant information.
Compliance with the GDPR offers companies the opportunity to start extremely efficient marketing campaigns while complying with all rules and regulations.
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Incorporation of a GDPR-compliant consent management system into a website
GDPR: General Data Protection Regulation
Data collection is a key issue for e-merchants and should be treated as such. For several years now, companies have been hunting for personal data. This information enables companies to connect and stay in touch with their customers to sell, increase conversion rates, and increase sales.
In pursuit of them, however E-merchants tend to forget all about customers and their approval. This is exactly why the GDPR was passed in 2016. The aim is to ensure the protection of all personal data of European citizens (EU).
This list of regulations covers many topics, including those related to marketing strategy and customer relationship management. Elements such as contact forms, newsletter subscriptions or account creation are subject to the law.
As long as one of these elements is included on the e-merchant’s website, The business owner is inevitably bound by the consent rules. This means that there shouldn’t be any unwanted pop-up ads that could, for example, detract from the customer experience and discourage the buyer from directly accessing the website.
Obtaining valid consent
According to the GDPR, valid consent must be given freely given, specific, informed and clear. Let’s focus on now What exactly does each of these properties mean?
- Approved consent means that the customer has real choice and control. Regardless of whether the choice is negative or positive, the quality of the services provided should not be compromised. In other words, the customer should not feel obliged to give their consent or they will lose certain benefits while navigating / shopping on your website.
- The consent must be specific, This means that every request for the acquisition of personal data must contain an accompanying message, in which it is indicated for what purpose the data will be used. For example, if you want to use your prospect’s email address to send promotional material, you will need to obtain separate consent. Your customer needs to know everything he or she is okay with.
Learn more about it the informed and clear dimensions of consent, We invite you to download Didomi’s guide.
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Addressing the marketing challenges of data collection and management with the help of consent management
In view of the countless rules and regulations of the GDPR, marketing and CRM experts as well as e-business are rather skeptical of the data collection process. The reason for their skepticism is a fear of collecting less data than before, as suggested by regulators with the client’s consent.
This is also the point here Privilege quality over quantity when it comes to collecting data. This is about gathering the most relevant data, the information that customers want to share. It would help on the efficiency of marketing campaigns as well as their degree of adaptation to the preferences of the customers.
Hence, the customer would never file a privacy violation complaint as they would have chosen to give their consent to be contacted.
The main benefit of setting up an efficient consent and preference management system is the ability to customize the user experience and improve CRM. By focusing on your customers’ decisions and asking for their approval, you are providing them with a unique and personalized experience. They allow them to take back control of their attitudes.
Your marketing goals need to be perfectly aligned with the user experience your website offers. Implementing a customer-centric strategy should be your top priority. Because it will help you improve your CRM and optimize customer satisfaction rates.
There are different tools like that Didomi Preference Center, that can help you with that. The same goes for the various methods, including customer-centric marketing, that you can use to combine your marketing strategy and consent management to get the best results.
To learn more about the challenges marketers face in relation to data collection and GDPR, we invite you to download our free e-book below.
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