Jan
22
data protection

Data protection: what’s all the fuss about?

January 22, 2018 1:00 pm Published by Comments Off on Data protection: what’s all the fuss about?

On 25 May 2018,  a new era in data protection will begin. This is when new rules around collecting, storing and handling personal data come into effect.

Under the General Data Protection Regulation (GDPR), organisations will need to keep transparent records of how (and when) an individual gives consent to store and use personal data.

 

Built in, not bolted on

This isn’t just an evolution of the Data Protection Act – it has wider implications for the way that companies operate. It ensures that data is protected by design and default at a very intrinsic level.

Organisations will need to know exactly what personal data they hold and where it is located (on PCs, servers or in the Cloud). They must also have procedures in place to remove it permanently when an EU citizen requests this.

 

Why now?

We’ve moved on. The current Data Protection Act dates from the 1990s when only the largest companies had the means to collect and store significant amounts of data. Times have changed and the digital revolution is upon us. Thousands of SMEs now routinely access and store data about their customers.

As many of our clients are SMEs, we figured it would be useful to outline some key points about the new regulation. You have better things to do than read the official document’s 200+ pages.

 

What will the new data protection law mean for your business?

You will need to use simple language when asking for consent to collect data. You must explain clearly to customers what you do with their information. You’ll also need to have the functionality in place to respond to requests to delete data. In the future, all software will need to be capable of erasing data, rather than suppressing it. Quite a challenge.

 

So what’s changed?

The world has changed. Huge amounts of digital information are collected, exchanged and used every second around the globe. The GDPR will include,  for the first time, things such as genetic, mental, cultural, economic or social information that can be used to identify an individual.

It doesn’t matter where your business is based – after 25 May 2018, if you’re processing data about someone in the EU, you’ll need to follow the rules.

We’re all familiar with the small print on marketing materials. Things like the pre-ticked boxes that imply consent unless customers choose to opt out. Under the new rules, individuals have to actively give consent – and they can also withdraw this consent at any time. When this happens, their details must be permanently erased – not just deleted from mailing lists. It’s the right to be forgotten.

 

What happens in the event of proven non-compliance?

The penalty for breaching the regulation is eye-watering.

Serious violations will set you back up to £17 million or 4% of your annual global turnover, whichever is higher.

Here in the UK, the Information Commissioner’s Office (ICO) will enforce the GDPR. It’s worth following their updates here before 25 May 2018.

Their intention isn’t to make early examples of organisations for minor infringements or to threaten big fines. There are other sanctions that they’ll use in cases of non-compliance… reprimands, warnings, corrective orders. As a result, it’s your reputation rather than your bank account that’s more likely to suffer.

Final guidance was published in December 2017 which you can see here.

Let’s end on a positive. You’re very likely to already comply with the terms of the Data Protection Act, so you’re well on the way to being ready for GDPR. If your website stores information about your customers, it’s a good idea to get in touch for an audit so we can help you identify the changes – if any – you need to put in place.

Jan
09
Marketing reach

A-Z of Marketing: Reach

January 9, 2017 10:35 am Published by Comments Off on A-Z of Marketing: Reach

It’s no good putting in lots of time and effort thinking about and planning your Marketing strategy, or spending hours writing a monthly newsletter or editing your website, if no one sees it.  This is why reach is so important when thinking about Marketing.  Reach is a term often used in advertising, and refers to the potential number of people exposed to your message or see a particular campaign.  Without reach, any active Marketing you do is unlikely to be successful.

There are many different ways of ensuring your marketing message reaches the right people.  For ease, I have split these into physical and digital marketing:

                                       Physical                                           Digital
                                Print advertising                                           Website
                                       Leaflets                                          Blogging
                                 Direct Mailing                                       Social Media
            ‘Outdoor’ Marketing – e.g. A-boards                                 Emailing Marketing
                                   Networking                                              SMS

Battling the ‘Noise’: Frequency

However, it is not only the way in which you reach people, but how often you do it.  Associated with reach, frequency refers to the number of times an individual is touched by your marketing message. There is a lot of brand ‘noise’ in our everyday lives as we are bombarded with advertising.  With this in mind, your marketing message must reach people at least 3 times to avoid being part of the ‘noise’, as reach without frequency is likely to give a low ROI.

Marketing Message: Stay Focused

Equally vital is what you are saying and to whom.  As explained in our Marketing message blog, you need to make sure you know who your target audience is and that your campaign is tailored to them.  Business owners often want to tell everyone everything about their business, which confuses the marketing material you are putting out there.  Different campaigns should have different messages for different people.  Ultimately, if you reach the right people enough times, but the message is wrong, you won’t achieve the results you want to.

In a nutshell, reach is limited by both frequency and your marketing message, so it is imperative you get them spot on.

To discuss how we can help you reach the right people with the right message, call the Ketchup team on 0330 088 9277, or use our contact form here

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