{"id":114762,"date":"2017-11-10T20:07:00","date_gmt":"2017-11-11T01:07:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/gdpr-online-marketing\/"},"modified":"2024-12-23T00:37:01","modified_gmt":"2024-12-23T05:37:01","slug":"gdpr-online-marketing","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/gdpr-online-marketing\/","title":{"rendered":"GDPR: What is it and how will it impact online marketing businesses?"},"content":{"rendered":"<p>This is the third post in the &#8220;Talk data to me&#8221; series. See last week\u2019s post about the <a href=\"\/en-gb\/blog\/data-connection-google-analytics\/\" target=\"_blank\" rel=\"noopener\">features offered by Google Analytics to connect offline and online data together<\/a>. This week\u2019s post will look into the so-called GDPR and the main challenges it poses for the online marketing industry.<\/p>\n<h2>GDPR Overview<\/h2>\n<p>We are now less than 7 months away from the effective kick-off of the greatest change in data regulation in the last 20 years in the EU. This is the so-called General Data Protection Regulation (or GDPR), which will come into force on the 25<sup>th<\/sup> May 2018.<\/p>\n<p>This regulation (which is the highest form of legislation in Europe) applies not only to companies operating in the EU but also all other organisations that sell to\/ hold\/process EU consumers\u2019 data. In short, it applies to a large amount of companies. Due to its extended reach, it is expected that it will generate a domino effect for other countries to legislate in the same direction.<\/p>\n<p>The general idea behind the GDPR is to provide <strong>more power and control to consumers<\/strong> over their data and how they choose to share it. The <strong>definition of personal data <\/strong>will be<strong> broader<\/strong>, including data about genetic, mental, economic, cultural or social identity. New rights will be introduced such as the <strong>right to be forgotten<\/strong> and the <strong>right to portability<\/strong>. The right to portability is the ability for consumers to ask to have their data moved to a different platform.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-11523\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/11\/pexels-photo-669621.jpeg\" alt=\"charts\" width=\"1132\" height=\"750\" \/><\/p>\n<h2>Main Features of GDPR<\/h2>\n<p>Businesses will be required to be <strong>very clear<\/strong> about <strong>what\u2019s being done with consumers\u2019 data<\/strong> by asking for <strong>specific consent<\/strong>. Default sharing or ambiguous descriptions about the data processing will no longer be acceptable. The GDPR will also push companies to make <strong>structural changes to their IT infrastructure<\/strong> so that data privacy and security sits at the core of their business and decision-making. Other relevant elements introduced are:<\/p>\n<ul>\n<li>Breach of information notification systems (within maximum of 72 hours)<\/li>\n<li>Appointment of a Data Protection Officer (DPO) \u2013 in charge of looking after the data policy of the organisation (if applicable)<\/li>\n<li>Implementation of the data privacy impact assessment (DPIA)<\/li>\n<\/ul>\n<p>The commitment of the EU to protecting consumers\u2019 data is made obvious by the quantification of the fines for non-compliance with the GDPR. These can be <strong>4% of global turnover<\/strong> for the company or <strong>\u20ac20 Million<\/strong>, whichever is <strong>greatest<\/strong>.<\/p>\n<p>These is merely an overview, but you can find more information in the <a href=\"https:\/\/ico.org.uk\/\" target=\"_blank\" rel=\"noopener\">Information Commission Office website<\/a> (UK body). In spite of Brexit, GDPR will arrive before 2019. The UK government has already stated that the same, if not equivalent regulations will apply from that moment onward.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-11522\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/11\/pexels-photo-416322.jpeg\" alt=\"checklist\" width=\"1125\" height=\"750\" \/><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d131a97c543'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d131a97c543');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2>Challenges for online marketing<\/h2>\n<p>It is patent that the GDPR will affect almost everyone from a large range of industries. In this blog, we will put the focus on the online marketing industry, and which are the main challenges that should being considered. For more information on how it will affect marketers, see this <a href=\"http:\/\/digitalmarketingmagazine.co.uk\/digital-marketing-data\/what-does-the-eu-gdpr-mean-for-uk-marketers\/4138\" target=\"_blank\" rel=\"noopener\">Digital Marketing magazine post<\/a> and this <a href=\"http:\/\/blog.strategic-ic.co.uk\/gdpr-digital-marketing-what-do-you-need-to-know\" target=\"_blank\" rel=\"noopener\">StrategIC Blog post for digital marketing<\/a>.<\/p>\n<ul>\n<li><strong>Deadline approaching fast: <\/strong>The first main challenge is TIME. From taking a quick browse across the Internet, it becomes patent that a large percentage of online websites are not yet ready to comply with the GDPR.<\/li>\n<li><strong>Opt-in\/Opt-out consent: <\/strong>Asking for consent will have to be done in a clear and explicit way. In the case of children, an adult consent will be required. This completely forces a modification on the approach taken by websites until now. Up until now, cookies are being placed without the consent of the visitors, with a short statement like \u201cBy navigating this website you accept the use of cookies\u201d. With GDPR, this won\u2019t be allowed, as seeking for consent will be a must.<\/li>\n<li><strong>3<sup>rd<\/sup> party providers must comply<\/strong>: If your business has agreements with other parties for any kind of processing\/storing of data, you must ensure they comply with the GDPR. This applies to CRM, Analytics, marketing automation platforms, etc.<\/li>\n<li><strong>Extended individuals\u2019 rights: <\/strong>The new requirements demand a simplification in the process of customers\u2019 asking for a deletion\/modification\/portability of data. This will unavoidably trigger changes in the way the data is stored across different systems \u2013 which will need fast, real-time responses to the customers\u2019 demands.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-11524\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/11\/pexels-photo-265702.jpeg\" alt=\"trust\" width=\"1125\" height=\"750\" \/><\/p>\n<h2>Where are we heading?<\/h2>\n<p>To sum up, we are entering a <strong>new era for data<\/strong> <strong>analysis<\/strong>. Businesses will have to convince consumers to share their data, and most of those consumers will decide against this. Thus, this represents <strong>opportunities for businesses to generate TRUST<\/strong> by building two-way transparent relationships. For instance, one trend will be for businesses to require customers to log in to navigate their websites. Those users will have previously accepted the complete consent requirements.<\/p>\n<p>We will be covering GDPR in more depth in the coming weeks. Stay tuned for more posts related to GDPR and the next topics on the &#8220;Talk to me&#8221; series.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the third post in the &#8220;Talk data to me&#8221; series. See last week\u2019s post about the features offered by Google Analytics to connect offline and online data together. This week\u2019s post will look into the so-called GDPR and the main challenges it poses for the online marketing industry. GDPR Overview We are now [&hellip;]<\/p>\n","protected":false},"author":108,"featured_media":114764,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2861],"tags":[772,773,774],"class_list":["post-114762","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-data-protection","tag-gdpr","tag-online-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>GDPR: What is it and how will it impact online marketing businesses? | DAC<\/title>\n<meta name=\"description\" content=\"The GDPR will come into force the 25th May 2018. 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