It’s déjà vu, all over again. Marketers with 2020 vision know next year is when California’s data privacy law kicks in, and they’re preparing for it now. They’re scooping up software to help them comply with the law, much as the marketers who do business with E.U. citizens did for GDPR in May 2018.
If you ask consumers on the street what they think of marketing data, the ones who understand the question will often react with alarm that organizations even have their data at all. They’ll cite “creepy” ads following them around the Internet. Some will even mention “Big Brother.”
In principle, U.K. firms will no longer have any right to undertake business with E.U.-based clients, and E.U.-based firms will no longer have rights to deal with U.K. clients.
Digital and direct marketers are readying for another blow from the European Union in the form of data privacy regulation. ePrivacy Regulation is going to attempt to seal the holes the E.U. left with GDPR. And American marketers will be subject to ePrivacy Regulation, too, regarding their marketing to E.U. citizens.
Illegal content can range from child porn to copyright infringement, but it will carry the same penalty in the E.U. — remove it within an hour or the fines start. These rules the European Commission will post next month for review will have plenty of American eyes on them, too.
Best uses of direct mail can do everything from providing marketers with insight into improving their ROI to helping them gain consumer opt-in in scary data-gathering times. Regardless, marketers are spending heavily in direct mail this year. So it’s time to go over these three insights.