How Does GDPR Affect Marketers and End Users?

Privacy is a growing concern amongst people across the world. Chances are, you’ve seen social media’s latest crusade against “fake accounts” and—even more serious—any organizations that store data are now being held to a new standard by the new GDPR legislations from Europe. Internet users are becoming more conscious of what data they’re sharing, and it’s not about to stop anytime soon.

So, whether you’re a marketer or someone who often runs into content made by marketers (aka everyone), there are some things you need to know about privacy and data.

Like everyone, we at Kapost are investing heavily to ensure our customers and readers have a phenomenal experience while also taking every measure to assure data security. In light of all the work we’ve done, we wanted to share a bit of information on the process.

We’ve published this page in its current state to get the information out there, but please bear with us, as we will be updating it to reflect more comprehensive knowledge as these new data laws radically change the way marketers function.

So, let’s talk about the experience readers have while abiding by privacy laws, how privacy options are enabled, and how this changes the information marketing teams receive.

Topics to Cover

As we—along with all marketers—brave this privacy storm, here are the broad topics we’d like to cover:

  • Without any privacy options enabled (how Marketing expects the page to look/function)
  • Do Not Track
  • Third party cookie blockers
  • “Cookie Opt Out” Cookie
  • Anonymized IP Address

We’ll be publishing a full blog to explain everything here. Subscribe to our weekly newsletter to be notified when it’s live.

Why Do Readers Care?

As an end user—aka reader, audience, any non marketer—this all affects you, too.

Think about when you download something from a webpage you visit often. If there’s a form, usually it pre-fills, right? Not anymore.

Privacy laws now dictate that users must be forgotten. For some companies, this includes preference centers. The gist of this? You’ll encounter lots of empty forms that are going to ask you for the same information over and over again.

Side note: If you’re getting around this by using your browser’s or password manager autofill, you shouldn’t be. Read up on why you shouldn’t be using your browser’s autofill and how to set up your password manager configured so it’s not populating your private information into hidden fields.

Why Marketers Should Care?

Marketers, get ready for the storm. Everything you used to doing for reporting and segmentation is going to change.

Webpage visits gets hit the hardest. Your marketing automation will know the webpage was viewed, but it can’t connect that view to a record in your database. It gets worse if anonymized IP address is enabled—you won’t even know their geolocation, meaning any services using the IP address to guess which company is visiting your web page will also be degraded (web personalization, intent services, etc.).

Since the landing page can’t associate the end user with a record in your CRM/Marketing Automation Platform, progressive profiling will always treat the end user as an new person; it won’t be able to isolate fields the user has already submitted and so it will ask the same questions.

Keep in mind: This is dependent on how your software is pre-filling forms. Marketo, for example, works purely off of the munchkin tracking cookie to identify the user who clicked through an email, while Eloqua looks at who the email was sent to and populates the form based on that records data. There are pros and cons to each method, but in the case of privacy, munchkin working entirely off of cookies is an issue for end users.

What Now?

GDPR is active May 25, 2018. After the scramble to become compliant subsides, keep an eye out for ongoing updates on Kapost social and the weekly newsletter (also mentioned above).