This article is part of the Forum Network series on Digitalisation
If by now you are not aware of the four letters at the forefront of every publisher’s mind this year, I can only assume you have been on a wilderness retreat since January (lucky you). As May 25 approaches, we are all about GDPR.
(Check out our GDPR Room for our latest updates.)
It’s easy to focus on the challenges presented by GDPR. Diminished (or decimated) marketing lists, barriers to targeted advertising, tricky UX developments to capture consent, and more. Not to mention finding the time required to understand and respond to the new regulation.
When it comes to email in particular, companies whose core proposition is not the delivery of valued content will no doubt struggle after May 25, as consumers look forward to a future where buying a single item from a company doesn’t sign you up to a lifetime of emails. (I for one won’t be re-opting in to the many and various content marketing emails I get sent by everyone from my supermarket to my travel insurer.)
But as the enforcement date nears, I feel optimistic that publishers, who have spent many years cultivating a loyal audience that trusts them to provide relevant, curated, targeted information to their inboxes will be just fine. After all, their customers have been ‘opting-in’ to receive their content for decades.
Not a numbers game
Furthermore, GDPR forces companies to focus on quality not quantity of customers and interactions, and that can only be good for everybody. As marketing campaigns must make it clearer why people should opt in, what they are opting in to, and how they can opt out, they are likely to yield fewer leads but of a higher quality.
In general, publishers have already come to realise that they are no longer playing a numbers game, moving from audiences that comprise lots of visitors to fewer subscribers, from many passive consumers to fewer active participants. This prepares them well for the GDPR world in which consumers can expect to make more considered choices about the information they receive, from whom, how. If your business model already relies on driving deeper engagement from the right people, not just sign-ups from any old people, you are a step ahead in the new game.
Contact us at Zapnito to explore the new ways our publishing customers are driving engagement through expertise-sharing.
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