VP, Marketing Insights, AdestraI
Ryan Phelan has over 17 years of online marketing experience from companies like Acxiom, Sears, BlueHornet and Responsys. Ryan, a respected thought leader and nationally distinguished speaker is responsible for the Adestra's marketing efforts in the U.S. Ryan serves as Chairman Emeritus. EEC Advisory Board, and member of the board of directors for the ESPC.
With all the talk about GDPR and compliance, one key concept has been overlooked: How companies can make the data control, protection and transparency issues into a tenet of their brand equity.
This calls for companies/ businesses to challenge their attitudes toward data transparency and control over customer data. Again, this may require you to bring a revolution in your corporate culture as well.
So, it’s sparkle clear, GDPR isn’t about just quoting, ”customer is at the center of advertising and marketing”, but actually putting them at the heart of your business. This will comprise listening to direct customer feedback, and this should involve participation from C-level executives in your Company and pass the learnings down the organization. This makes it important for respective teams to contemplate the customer control, authorization and transparency aspects of the associations you have with your customers.
The major reason for all this frustration and confusion with regards to GDPR is because we are not accustomed to offering such kind of transparency to our customers. Have you ever experienced any permission or ceding control while dealing with brand equity? Obviously not! It’s always the company that controls the interaction.
GDPR is bound to make a huge difference to businesses, but its primary goal is transparency as far as customer data is concerned. It will certainly influence the way we take care of data, communicate with our customers and treat them. Thus, GDPR will contribute extensively to our brand equity.
Companies can either blame the law or embrace it, showing customers how they are entitled to share or withhold their permissions and data. It’s for sure that Companies that become gateways to customer permissions rather than roadblocks, will thrive under GDPR.
It is also recommended Companies must update their customers about the changes and the control they are being granted. Moreover, ensure that the message you convey is authentic, summarize the existing brand equity and clarify the steps undertaken.