The approaching implementation of the new General Data Protection Regulation (GDPR) brings with it an exciting opportunity for businesses to re-evaluate and revitalise their marketing strategies.
Gone will be the days of impersonal, automated marketing campaigns and instead a new age of content marketing will be ushered in. This will see businesses distributing more creative, compelling and relevant content to attract new customers and be able to build stronger relationships with them based upon a more acute understanding of their wants and needs.
For in the new digital landscape of today, the modern consumer knows full-well the value of their personal data and GDPR will enable them to allow only those companies who provide them with legitimately useful and interesting material to have access to it. What this does is to open the door for brands to clearly establish themselves as thought leaders in their respective industries by publishing engaging and informative content that offers palpable value to its audience. Consumers will thereby be encouraged to willingly ‘opt in’ to receive promotional material from them because they are obtaining something genuinely beneficial in return.
GDPR need therefore not be seen as a barrier preventing companies from reaching out to consumers, but instead as a means of helping them to better communicate with their existing customers and distribute more relevant and engaging content to potential customers. Indeed, by increasing transparency, GDPR will allow businesses to build better, stronger relationships with their customers that are based upon a foundation of mutual trust, understanding and reciprocity, allowing for more personalised interactions and communications, as opposed to the ‘one-size-fits-all’ marketing campaigns of old. Businesses will be able to gain a greater insight into exactly what it is that their customers’ are interested in, enabling them to then better satisfy those interests by providing them with more relevant and individualised material.
GDPR could therefore also see an increase in ROI for companies’ marketing budgets, as they will no longer need waste money targeting customers who are not interested and instead streamline their marketing efforts towards those that are actively seeking to engage with their brand. Indeed, whilst GDPR may reduce the volume of people that business can communicate with, this decrease in quantity will only lead to an increase in the quality of those communications, allowing for the creation of better targeted messaging and content distribution that is more likely to result in sales conversions.
GDPR will thus only be detrimental to those businesses who refuse to evolve their marketing strategies to accommodate for the new digital terrain in which the consumer is both empowered and informed. Recent trends clearly indicate that film is a key content mechanism that consumers pay attention to, with statistics showing that when film is added to marketing there is a proven boost to click-through rates by 200-300%. When GDPR then comes into play, this demand for film content will only increase, as marketeers seek to find more innovative means of getting consumers to engage with their brand without a direct route into their inboxes.
So if you are looking to stay ahead of the curve and use GDPR as an opportunity to set yourself apart from your competitors, now is the time to start thinking about how you can incorporate film into your online presence and make the option to ‘opt in’ a no-brainer! For the message is clear: give consumers the content that they want and they will more than happily ‘opt in’ to engage with your brand.
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