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.

Apr
28
Online advertising

A- Z of Marketing: Online Advertising

April 28, 2015 8:06 am Published by Comments Off on A- Z of Marketing: Online Advertising

The main objective of online advertising for any business is to increase awareness and drive people to look at what you can offer them. Advertising online can attract visitors to your website with the click of a button and in many cases, business owners can use this to accurately measure the amount of people that are enticed by their ads. When you know where to advertise, what successful online advertising means to you, and how your ads should be designed, you should have a combination that will increase your profits. So, how do you successfully advertise online?

  1. Find out what works for you – There are so many platforms and options offered that you could spend your entire budget on online advertising alone. To narrow down the best websites and platforms for you to use, you need to know where your audience is. Put yourself in their shoes and brainstorm what they would be searching for when coming across your advertisement.
  2. Set your objectives and measure results – As with all marketing campaigns, you need to know what you want to achieve. What will make your online advertisement a success for your business and how will you measure the results? One of the key benefits of advertising online is the ability to see how many people viewed or clicked on your ad, so you can see just how effective it has been. If people seeing your ad alone is a classification of success then you need to set that as an objective beforehand.
  3. Invest in the right design – Wherever you decide to advertise on the internet, the design of your online ad is crucial to attracting the right people. Anyone can produce an ad that has the right details, but it needs to catch the viewer’s eye enough so that they will follow your call to action. Sometimes there can be so many ads on any given website that consumers are subconsciously training themselves to ignore them so you need to stand out. Hiring a designer costs money, but the rewards should more than cover what you spend.
  4. Social media – Taking advantage of social media, and the online advertising options offered by the platforms that are relevant to your business, is a really effective way to target the right people. Not only can you get people to follow you so that they receive future promotional messages, but you can heavily drill down into your target market and tailor the advert specifically to that group. This can lead to higher levels of success at a fraction of the cost of some of the other online advertising options that are available.

Compared with traditional advertising, online advertising can be much quicker, much more efficient, and much more successful. Whether you want to hook new customers, increase website traffic, or keep existing customers returning for more, the internet is a wonderful and ever evolving tool to use.

If you are looking for support and the right team to help you make your online advertising activity a success, contact Ketchup today on 0330 088 9277, or complete our online form. We’ll have online advertising working for you in no time.

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