Before GDPR, compliance didn’t mean as much to marketers as it does today. It was seen as something that “someone else” should be concerned about, like your legal team. Three years after the biggest change in the privacy landscape, organizations around the world have had to scale enterprise-wide to its effects far beyond the European Union where it is impacting the most. more direct.
Much of these effects lie on the shoulders of the marketer – who has had to contend with changing privacy landscapes as they take hold around the world and must figure out how to work with them. daily.
In today’s busy world of communications and data processing, it’s easy to overlook the responsibilities of compliance marketing with the pressure of deadlines and business goals. Knowing the responsibilities for compliance in marketing is often not clear at the operational level. This inevitably exposes your business to risks that can cost your business dearly if left unaddressed.
When developing your compliance strategy, it’s often difficult to know where to start and what to focus on, but knowing some basic marketing compliance guidelines can benefit your business, large or small. and provide you with invaluable ammunition to aid you. achieve your goals.
That’s why I’ve compiled a list of some of the best practices that every marketer can achieve within their own organization below.
5 things marketers need to know about compliance
1. Wait, what “data” is this?
As a marketer, you are probably naturally the closest to most of the user data your business collects. It can tell you a lot about your users or customers and is used by internal teams to achieve sales and marketing goals.
Unfortunately, such extensive use of this data in your organization can put it at risk of being misused or unprotected if proper controls are not in place. This is why it is preferable to set up structures to keep this data organized, audited and secure.
It is essential to take stock of the different data sources present in your business and how they interact with software and systems.
Using this information allows you to create a lockdown plan to maintain consistent data structures and implement necessary changes, while giving you the flexibility to pivot as the business grows.
Maintaining an audit trail of data records is essential in order to be able to respond to all requests from regulators. Using automated software to synchronize system logs and less reliance on Excel sheets is by far the best way to manage large data sets and produce reports on demand. Using machine learning to analyze and catalog data assets across the enterprise helps you better understand your data so that you can derive more value from it.
2. Correct collection and use of data
Businesses always collect data about our customers, which we must remember is ultimately theirs, and not so much of yours!
A person simply chooses to to share their data with you in the hope that you will protect their interests. Each individual should always be informed of its intended use.
Compliance tools have been developed taking these requirements into account. Using systems that work accurately and reliably, that are flexible and can evolve with you as you grow, gives you the ability to adapt to change and be compliant without having to create a bespoke system or rely on pesky Excel sheets.
3. Create a compliance team
Organizations large and small benefit from a multidisciplinary team focused on compliance and dispersed across various business activities. It is no longer just a siled problem to be solved by one person or team. Without a doubt, if a marketer needs the help of a web or technical colleague, it can often be difficult to get help from them if compliance is not one of their concerns either. priorities.
Each member benefits from knowledge in his specialty, which can only be beneficial if it is shared. For example, the responsibilities of a technical manager may include knowledge of the structure of datasets in the organization and the implementation of compliance controls. They need to ensure that a marketer is equipped to do their job using data hosted in compliant and secure systems.
Partnering with your legal team on marketing initiatives means you work together to achieve creative goals in a compliant manner. Without access to these subject matter experts, who have in-depth knowledge of compliance issues, especially when they change in other jurisdictions, it is difficult to meet business goals and can create barriers. Using compliance software to connect these teams / individuals can help a team collaborate on initiatives more effectively.
Building a team that can make compliance a priority and work together on an ongoing basis to maintain and adapt the principles of data governance is key to success.
4. Create compliance controls and internal data governance
With data processes being managed across organizations, it can often be difficult to ensure a consistent environment for compliance practices.
Therefore, it is important to have safeguards and processes in place to mitigate risk by ensuring that all employees are aware of internal data management practices and the controls in place to improve these processes. Having regular training is an easy way to do your due diligence in this regard. After all, data management is everyone’s business, with any misuse coming at a cost to the business.
Managing and controlling brand cohesion across all of your marketing content channels including digital, print and social media is a no-brainer.
Evaluating future campaigns will allow you to anticipate potential compliance issues at an early stage. Maintaining this consistency between partner content and co-marketing campaigns ensures that all legal requirements can be met. Documenting data collection and management practices for different teams is essential and providing regular updates can be helpful as the law continues to evolve in different territories where your clients might do business.
It is also very important that every employee knows who to contact for any urgent inquiries, as they may take on a direct customer contact role where an aggrieved customer may need an urgent response to a grievance with their data. Such requests can be urgent. Therefore, the ability to escalate sensitive issues to a representative should be an easy task to avoid any potential regulatory enforcement that might ensue if you do not respond to an issue within a defined window.
5. Monitor global privacy regimes and incorporate changes
You may have noticed that privacy is now a priority for many countries, where local approaches to privacy are being developed on a daily basis.
Following in large part to the regulatory aspects resulting from the GDPR and the E-Privacy directive, the territories are now adapting and seeking to preserve and respect the privacy of each individual. Along with this, it is important to know what applies to you.
While you might think that something like GDPR doesn’t impact you or your customers’ privacy because you’re not based in the EU, it couldn’t be further from the truth.
GDPR applies where you may have users or customers and therefore it is necessary to be able to meet the privacy needs of individuals in these areas.
Whether it’s adapting the management of cookies for web / app use or ensuring that your communication with your DACH customers is compliant using a double opt-in email, it Keeping abreast of regulatory requirements when developing your marketing initiatives is essential. Consideration should extend to local laws as well if you are expanding your reach to new territories.
Knowing what’s compliant in a new territory should be a priority in this case, as no territory is the same when it comes to their approach to marketing compliance. Creating a compliance strategy and working closely with your legal and broader compliance team is essential to achieving your goals.
Regulatory guidelines are constantly evolving. So make sure that you consistently assess and comply with the requirements of different jurisdictions – it’s a full-time job.
When implementing marketing compliance in your business, it’s important to consider it a key priority for your business. As marketers continue to strive for creativity but are hampered by compliance, it’s difficult to find a balance between the two.
Having a detailed understanding of the applicable compliance rules and best practice techniques makes a marketer a valuable asset to any business. Being able to anticipate potential compliance issues early in the development of your marketing initiatives is powerful and can lead to more effective decisions.
More than ever, brand integrity has become a cornerstone for businesses. Showing your users that you are serious about marketing compliance and privacy will set you apart from your competition.