This March I was delighted to join DMX Dublin for their 2018 conference to speak about GDPR. The team there asked me two important questions while I was there:
- Why will GDPR not kill our sales & marketing funnels?
- What are my marketing trends and predictions for 2018?
Watch the answers
Why will GDPR not kill our sales & marketing funnels?
GDPR is part of an evolution. We moved from traditional to digital to inbound marketing. Now it’s going one step further by adding respectful handling of data and more valuable communication.
Three reasons it will make marketing better:
- No more inflated databases
- Severe reduction of spam means valuable (think consent) emails gain cut-through
- Privacy has to be talked about in plain language so everyone can understand what on earth is happening with their data, who holds it, for how long and why.
What are my marketing trends and predictions for 2018?
My prediction is to become even more customer centric. GDPR plays a part in that. In order to gain consent marketing has to prove that their marketing and sales communication is actually valuable or risk losing leads.
There is the perception of the GDPR that it’s absolutely going to kill how we do sales and marketing.
I personally believe, it’s an evolution of marketing. It’s taking things to the next step. If you think back to a couple of year ago, we realised traditional marketing no longer worked and everything moved to digital and into inbound marketing. The GDPR to me is the next step on from that. It is all about how we communicate on a more valuable level and how we are more respectful towards our data subjects - that’s our leads and customers etc - how respectful we are towards their data. So to me it is part of an evolution.
Personally, I actually think it’s going to make marketing better. I have three reasons for that:
- We are going to have databases that focus on leads that will actually convert. Rather than having these big blown up databases with people that have been in there for years. Tire kickers; people that will never convert.
- There is going to be no more spam. Or at least severely reduced amounts. I think I can speak for everyone when I say we look forward to that. But for marketing in particular that means for great communication we will get email cut-through.
- Finally, we are going to talk about privacy in a clear way that people can understand. And we understand as consumers as well as marketer what on earth is going on with our data and who holds it, for how long and why.
I think the trend is going to be to become even more customer centric and thinking even further about how we can provide valuable marketing and valuable sales to our potential customers and our existing customers. Part of that is, of course, the GDPR. So that would be my big trend for 2018: become even more customer centric.