Marketers cite ‘knowing their customers’ as their top challenge for 2016

Marketers cite ‘knowing their customers’ as their top challenge for 2016

Over the last decade, significant advancements in technology have pushed the world of business into over-drive, but it seems that many marketers are still struggling to understand their customers. According to a recent report, 38 per cent of marketing professionals have cited “knowing their customers” as their top challenge for 2016, suggesting businesses are failing to keep up with the advancement of mobile technology and the demands of modern consumers.

As a top data provider, Seawave Media knows just how vital consumer mobile data and consumer lifestyle survey leads can be to the success of modern businesses. In fact, the Experian Digital Marketer Report suggests that many marketing professionals are underestimating the role of consumer data in their ability to understand their audience, with 52 per cent revealing one of their top three priorities is “enhancing their customer knowledge”.

Similar reports have also noted the affect of recent developments in mobile technology on consumer attitudes, with many consumers now expecting businesses to use SMS data and live web leads to create seamless and bespoke brand experiences anywhere in the world.

The impact of advancing technology on marketing isn’t new, with the rise of social media acting as one of the first triggers for a move away from customer experiences being personalised by nothing but gender, age and location. However, thanks to innovations in modern consumer data, businesses now have access to detailed data that can inform them of almost anything, from whether a customer is expecting a baby to the location of their next holiday.

There is clearly a challenge to be overcome by the marketing industry when it comes to customer understanding, but fully compliant data delivered by UK list brokers like Seawave Media looks tipped to be the solution.

By working with highly detailed information, marketers can enhance their understanding of their customers and target customers and ensure that they’re sending the right message to the right people.

May 9, 2016 / Uncategorized

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Marketers cite ‘knowing their customers’ as their top challenge for 2016

In May 2018, the new GDPR regulations become enforceable for all countries operating within the European Union. The new legislation establishes stringent changes to the way companies collect and process data and even more stringent consequences for those companies that fail to make their data fully compliant. And there’s not much chance that Brexit is going to make any difference; the regulations will become firmly established into law by the time we’ve left, and show little chance of being repealed afterwards. So, if you’ve not already optimised your consumer data processing practices, it’s time to start.

Opt-in data changes under the GDPR

One of the most profound changes that the GDPR will establish is in the way that businesses collect data. Whereas before you could operate under an opt-out policy, ensuring customers had to specifically declare that they didn’t want their data processed, now the opposite is the case. An individual now must actively volunteer their data, with tick boxes being the preferred method. Here are some other details the GDPR specifies:
  • As a default, tick boxed should be un-ticked. There should be further options available that allow the user to select the type of marketing correspondence they wish to receive; email, phone or mail.
  • The data subject is permitted to opt out of data processing at any point after opting in.
  • Consenting to data collection should not be a condition of service.
  • Sending someone an email to ask them for marketing permission is not permissible.
These changes will create profound challenges for companies looking to generate leads from marketing. What’s more, there’s a maximum fine of up to 20 million Euros, or four per cent of global turnover payable for a breach of these regulations; a figure that’s easily enough to send smaller firms into administration.

How to demonstrate data compliance

If companies choose to continue processing their own data after May 2018, there are a number of policies they will have to implement in order to demonstrate their GDPR compliance: • Appoint a data protection officer if at all feasible. • Carefully record and document all data processing activities. • Implement data minimisation and ‘pseudononymisation’ guidelines that adhere to the new regulations. In short, the data protection regulations that come into force next year are a minefield. The entire document clocks up just under a hundred individual articles that need to be adhered to.

Fully compliant data experts at Seawave

The team here at Seawave Media have a professional and comprehensive knowledge of the GDPR and other data protection regulations. It’s of vital importance to us that we operate to the highest data protection standards, and provide the most optimised and highest quality data possible within these regulations. Our goal is to ensure every legal box is ticked, while still providing you with high value consumer lifestyle survey leads that deliver a great ROI.

Contact us today to find out more about how we can help optimise your lead marketing strategy, both right now and after the GDPR regulations come through in May next year.