So how does GDPR fit into marketing automation?
Well for some time now marketers have been working with ‘preferences’ for advertising and marketing to ensure they can personalise and provide customer experiences that lead to purchases. This has been done so far using email preference centres where contacts of different businesses have the ability to opt-out or tailor their communications.
GDPR has 7 key principles:
- Lawfulness, fairness and transparency
- Purpose limitation
- Data minimisation
- Storage limitation
- Integrity and confidentiality
On top of that the EU have pulled out a section which is important in today’s age of digital data and tracking — separate provisions in Chapter III. In short that is your rights as an individual.