In June, NewsCred hosted a small event at Somerset House in London, inviting local marketers to enjoy delicious food, networking, and engage in a panel about the thing that has been on everyone’s minds recently: GDPR. The question is paramount; with GDPR, marketers need to build a database of people who want to engage with content and genuinely love it. This content inspires trust in users. The importance of trust and the great opportunity that GDPR presents for brands to re-establish trust in their digital strategies was a theme that dominated the conversation throughout the morning. As Jamie pointed out, somewhere along the line, brands have lost their way with the customer experience, and customers have lost trust in brands. It has been forgotten that trust is something that is earned, and he said he views GDPR as an incredible opportunity to earn back that trust with exceptional content. Both panelists emphasized that the best way to get the high-value opt-ins to your content marketing communications is to really dive into customer segments and their behaviors to establish how to best target each of them based on their different needs. As Nabilah pointed out, the overall theme of GDPR is quality over quantity; not only when looking at the user database receiving content marketing, but also when looking at the content itself. Let’s take GDPR as the ultimate opportunity to put ourselves in the shoes of customers and ask ourselves, “What would they want to consume? Now more than ever before, brands must refresh their content marketing and email strategies to be customer-centric, segmented and thoughtful.
In June, NewsCred hosted a small event at Somerset House in London, inviting local marketers to enjoy delicious food, networking, and engage in a panel about the thing that has been on everyone’s minds recently: GDPR.
Led by NewsCred’s own VP of Legal and Business Affairs Nabilah Irshad, the panel featured Jamie Anderson, EMEA president of Marketo and Gary Brown, GDPR program director at Santander.
As fully explained in this helpful Insights article, the General Data Protection Regulation is a set of rules that protect the privacy and data of EU citizens. But this event was not a 101 class in GDPR and how it should be implemented — we all (hopefully!) know this by now. It was instead a thoughtful conversation about what GDPR means for the strategies of different leading businesses and why they’re embracing the change to ultimately improve their marketing.
Nabilah began the conversation by asking a simple question to the full room that would greatly foreshadow the outcomes of the full panel: What is the newsletter that everyone in the room looks forward to receiving? The question is paramount; with GDPR, marketers need to build a database of people who want to engage with content and genuinely love it. Brands need users exclusively like them and can no longer rely on a large database of disengaged users.
Publishers lead the way
Newsletters from specific publishers, including news and sports, were one of the most popular answers. This is not hugely surprising, as successful content marketing programs establish brands as the publishers of high-quality, informative, and engaging content.
This content inspires trust in users. The importance of trust and the great opportunity that GDPR presents for brands to re-establish trust in their digital strategies was a theme that dominated the conversation throughout the morning.
As Jamie pointed out, somewhere along the line, brands have lost their way with the customer experience, and customers have lost trust in brands. It has been forgotten that trust is something that is earned, and he said he views GDPR as an incredible opportunity to earn back that trust with exceptional content.
The issue of re-building lost trust is a key component in fighting for good GDPR compliance internally, according to Gary. He said he views GDPR as part of…
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