Panic! New legislation! Are we compliant? What do we have to change, what are we still allowed to do, and what can we (actually) do no longer?
Lead generation, profiling, mailing, re-targeting...everything will be examined in depth with one focus. What am I allowed to do within the loopholes of the law? Or in other words: How can I ensure that I can continue to send my unwanted mail to as many consumers as possible? Companies spend thousands of euros and hundreds of hours on being GDPR-compliant. Because once that label is on the website, everything is solved. Right?
Why have that focus on what is not allowed, or what is just barely allowed? You can also accept what we have all already known for a long time: the data belongs to the consumer. Full stop! And it is up to us to win the consumer’s trust, so that we are graciously allowed to use the data to serve our customer as well as possible.
So why not embrace that legislation as an opportunity to prove to our clients that we are worthy of their data? And not because the consumer expects it from you, or because the law says so, but mainly because, as a brand or retailer, you just want to.