Modern GDPR Marketing Techniques 2018
April 16, 2018
GDPR Compliant Marketing Strategies for 2018
Today's ever changing digital landscape has any CMO worth their weight on their toes. Between maintaining current campaigns, creating next quarters campaigns, sticking to annual goals all while maintaining the day-to-day, it's easy to see why modern marketer must be T-shaped player.
Add GDPR compliance to the mix and things can seem like they're going to get more complex. But that need not be the case. Read on to read our take on the remaining 2018 and how we're approaching our marketing strategy.
1. GDPR/Data compliant marketing strategies
To summarise GDPR for the sake of simplicity, we really like this definition: customer data belongs to customers, not brands.
We’re entering into a new phase of privacy that has global implications that will touch every aspect on how we as marketers gather, treat and use customer data. People will have much more control over how their data is used and rightly so.
Privacy is a good thing and as nail biting as the new harsh penalty fines are, ultimately the limitations and scrupulous attention to data will not slow down the savvy marketer. Instead, they’ll see it as an opportunity to stay ahead of the competition. Here’s how you can too:
- Firstly, you’ll need to ask your ask permission of your current audience if they still want to communications from you. This might cull your CRM but the people that are left have given you explicit permission to continue emailing them and so you'll see higher open rates, CTR's and engagement.
- Focus even harder on inbound methodologies. No more cold outreaches without explicit consent. Triple down on attracting potential leads with high-quality, relevant and value-packed content on your website and let people come to you. The value exchange still exists but the power has been given back to the individual.
- Make sure you tag and bag your website to optimise for your funnel. We all know digital is amazing because you can track everything, but are you actually tracking everything correctly? You don’t want to potential leads slip through the cracks because you don’t have your Tag Manager set up correctly.
- Check in with your martech and marcomm tools to see how they’re handling the incoming the GDPR compliance. HubSpot is being very transparent and open about it’s roadmap which is great to see.
2. The rise and rise of chatbots
A chatbot is in effect a piece of software that is used to mimic or imitate human conversation through the use of text, images, videos and GIF's. Simple enough on paper but the existence of such a technology has profound implications on how we as businesses can interact with potential and current customers and vice versa.
At their core, they serve to increase the quality of the customer experience. Bots can quickly serve personalised answers to a given request and, especially in the case of Facebook Messenger, in a friendly interface that people already know how to use.
Bots can be deployed in an entertainment capacity where it may serve up pieces of content that the user has specifically requested, in real time.
Or they can serve as emergency crisis assistance within an organisation, helping you gather information on an unfolding event and check in to make sure your staff are okay.
The applications are sometimes hard to grasp as the scope can be massive but rest assured, bots are here to stay.
3.Data-driven, experimentation based
As mentioned above, as digital marketeers we know the grand benefit of the digital customer journey is being able to measure and track almost everything. From the reach and CTR of our organic content to how our paid ads are performing, we can see the ROI of nearly everything we’re producing.
As GDPR introduces more choices and privacy to the individual consumer, we need to double down on providing amazing value and making sure people know about us in the right way.
Creating amazing inbound content for our website is the way forward but it’s more than writing up a blog post, posting it and forgetting about it. There could be low hanging fruit to be grabbed in the form of basic CRO experimentation.
Implementing a regime of A/B testing any and all blog content produced by moving your CTA, introducing anchor points in the text or even something simple as changing the header image can all effect how many people read through, sign up for, or share your article.
In the B2B sphere, we know how often one client can bring in a tonne of revenue. That’s how granular you need to think about your inbound funnel moving forward.
4. Optimisation and increased personalisation of the customer experience
Facebook recently announced that if you are to use the Custom Audience feature of Facebook ads, you’ll need to confirm that the data being used has been reliably sourced. Now the good news is that they’re building a tool to help with this but the point I’m making is that we need to change our view on how to provide a personalised experience for our customer while respecting the privacy of their data.
We’re very optimistic about this moving forward. Privacy is very important to us and maintaining a personalised experience while respecting customer data and GDPR compliance is a good business and marketing challenge anyway. You don’t need to mine your customers to see what makes them tick, though you won’t be able to do that anyway if you want to. Instead, you can utilise tools you already know and use and simply change the way you use them. These are:
1. Your personas.
2. CRO; A/B & multivariate testing.
At The Bot Platform, we’re applying The Consumer Cross Stitch strategy to our inbound and content efforts. I won’t get into the details of it but it involves mapping out your Customer Empathy Map and Customer Journey, laying them over each other and then creating content targeted to where they intersect.
For example, if I know that Jo Bloggs is having hard time understanding how to keep her clients stay relevant in 2018, I can create a blog post outlining some modern marketing techniques in 2018. Hopefully, that may lead her to give us a call about implementing some chatbots for her clients.
But this is all based on speculation. After all, personas are as close to real people as possible. But they aren’t real people, they’re guidelines.
So we test, test, test.
Utilise A/B testing software for your content and play around with what is resonating. Only by following the data of what’s working and what isn’t can you define what’s working and what isn’t. What content is resonating and why versus what’s underperforming when it was crafted for maximum impact. And it could be something as simple as your email capture is in the wrong place but you can never find out without proper tag management and a culture of experimentation.
5. IoT & Voice
We’re in an instant, always-on society as you probably already know. By a few taps on our smart phones, we have all the information we ever need and more.
But a few taps is now already too much, we’re looking towards Voice now. We want to be able to simply ask a question into space and receive the exact information we want, in a timely manner.
By timely manner, I mean of course, instantly.
Google knows this and is optimising voice results for a few key areas. This study over on BackLinko is very interesting if you want read more on this but a few key takeaways:
- Site speed is everything.
- Secure sites (HTTPS) is also very important.
- Concise answers will dominate, so craft summaries (and target features snippets while you’re at it).
- Authoritative sites rank higher as well as how many social shares a piece received.
- Word count isn’t strict but language used must be simplistic. Think about the answer you would like to receive coming from a HomePod, Google Home or Alexa.
You may think that Voice may not apply as much in the B2B space as it would in a B2C capacity but you’d be wrong. Businesses are people too. At the end of the day, there is someone signing the cheques. And the evening before they were signed, that person was chopping vegetables casually when they said “Hey Siri, what’s a chatbot anyway?” Into the room and whatever website answered that call, ultimately stuck in their head.
BONUS: Augmented Reality & Virtual Reality
We’re not there yet. Not this year. But you better believe there’ll be a bot there to greet you the moment you put your glasses on.