Delivering the right message at the right time in a GDPR world

Posted on by Tas

Estimated read time: 5 mins

We live in a data driven marketing environment – never have we been so able to deliver on marketing’s core purpose, to deliver the right message to the right person at the right time that will drive the right behaviour.

Ben Buckton, Head of Marketing, Experian Business Assist


Never has this data driven marketing environment been so highlighted than over the last few months with the arrival of the General Data Protection Regulation (GDPR).  The EU’s new regulation has forced business owners and marketers to take a closer look at what they do and how they do it – and indeed, questioning their approach to collecting, processing and storing people’s data.

For many it has felt like their hands have been tied by the GDPR and that their sales and marketing strategies have been hampered. However, in a recent interview, Ben Buckton, Head of Marketing for Experian Business Assist, said “I think the GDPR provides for all organisations an opportunity to think differently and truly stand out. Gone are the days of ‘spray and pray’ marketing.”

Still feeling frustrated and confused about the GDPR? Then read on to learn some of the opportunities it presents for your business.


A raise in marketing standards

The GDPR asks us to review our marketing practices to ensure that the customer is truly at the heart of everything we do. By looking at how we use our data, we can find new ways to stand out with truly customer-driven strategies which both comply with the new regulations and improve their experience with your brand. As Ben observes, “anything that raises the quality of marketing across the industry can only be a good thing for all of us.”


Marketing based on “Legitimate Interests”

The focus for most marketers has been on changes to consent requirements which the GDPR introduced.  However, consent is just one of the six grounds for processing data which are listed. Another key area for focus is Legitimate Interests, which the Information Commissioners Office (ICO) has described as “the most flexible lawful basis for processing”.

To quote the GDPR itself, the basis applies where “processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party” – Article 6(1)(f).

As Ben comments “(Legitimate Interests) is a credible and compliant basis with which you can start to market to people in business. But you must ensure you’ve been through the right process of knowing who your target prospects are, why they align to your offer, how to segment them, and then target them with the right message – but always following their wishes should they say ‘actually, I don’t want to hear from you’

There’s no ‘one size fits all’ when it comes to determining grounds for processing, but there is plenty of information available to help you decide on which of the six is the most appropriate for your business.


Higher quality data

Data has driven these changes and is what will drive “better” marketing in the future. The GDPR requires that data collection, storage and processing is carried out responsibly, ethically and of course, compliantly.

According to MIT Sloan, the cost of bad data is between 15% and 20% of revenue for most companies1, so when we improve our data, we improve our bottom line.

Ultimately, the more we know about our customers, the better we can make their experience. As Ben concluded, “As marketers, we either have the data or can access it. We can use data to help understand and segment our own customers, as well as our prospects. Then start to target and engage those prospects and customers in interesting, innovative and exciting new ways”.

It’s important to remember that the GDPR is now a reality. All the hard work, planning and preparation you’ve previously completed should now become ‘business as usual’ in order to benefit from the opportunities that the GDPR offers, and ultimately deliver the right message to the right person at the right time.


Find out more about how Experian Business Assist can continue to help your business in the GDPR world.
Experian B2B Prospector can help you make the most of your data, with tailored list building, enhancement of your existing database and email address validation. Speak to an Account Manager today by phoning 0870 012 1111 or register for free at Experian B2B Prospector.


Please note that while we can support businesses with their preparations for the GDPR, we cannot offer legal counsel or compliance advice and this blog should not be considered as such.


Source: 1. MIT Sloan

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