What does the GDPR mean for Marketing?
December 14, 2017

The General Data Protection Regulation (GDPR) is but a few short months away. You should probably know what the GDPR is all about by now, so we won’t bore you with the ins and outs again. Here we’re going to look at what the Regulation change means for the Marketing Managers and web editors out there. Consider this part of your due diligence towards compliance, but also a positive step towards engaging more effectively with your audience.

When it comes to Marketing, when we think about GDPR our minds probably go first to mailing lists. For the sake of this example let’s look specifically at e-mail lists for mail shots.


Primarily this issue is all about consent. Why you gave it. What they are going to do with it, and who will handle it. You’ve probably already learned about the compulsory double-opt in for subscribers, and the demise of the pre-checked tick boxes (with confusing rhetoric around whether or not you will be bombarded with ‘offers’), but what about the positive effects this kind of consent yields?

Yes, there are shake-ups that will change the way you operate, and yes there are changes that will make many marketers grumble about being slowed down. But consider this. The GDPR is providing the impetus for you to use data and customer intelligence in more effective, personal ways. It’s not just facilitating privacy, it’s supercharging how you communicate by ensuring that your audience is already primed. Your messages will automatically be more meaningful and relevant. What do we know about a personal approach to marketing, particularly in the B2C world? It is better received and more likely to convert.

With blanket mail shots and unrelated third-party offers a thing of the past, the slate is effectively being wiped clean. A blank canvas if you will. Ultimately GDPR compliance in this field will mean better services for customers and more return on investment for companies who get this right. What’s not to like?

It’s fair to say that complying with the regulation changes is a complex matter with more to it than just a few check boxes. So, it’s no surprise that Microsoft and Kentico are creating solutions that help accelerate your path to compliance.

As Kentico Gold partners, we’ve been eagerly awaiting the release of Kentico 11 and avidly following their blog. We’re delighted to report that the latest release is compliant by design, featuring a purpose-built Data Protection application no less, and developed to align your organisation in advance of the May 2018 deadline.

Needless to say, Kentico, a Gartner Magic Quadrant Challenger for the last two years, has had a lot to say about GDPR and its role for marketers and website managers alike.

“Going through the GDPR compliance processes ourselves, we realized how complex the whole thing was, and decided to make it as easy for you as possible.

That’s why we added the Data Protection application to Kentico 11 where (among other things) the consents can be created, updated, and stored, to be then displayed on your website wherever and whenever needed.”1

Check out their video on how Kentico 11 handles GDPR consents:

Right to Access

As a nation of marketer’s shudder in unison, what about the Right to Access? How would your website manager handle a subject request for all the data you hold on them? Where would you even start? Well it seems with Kentico 11 our prayers have been answered.

“The Data Protection application can be a great help in many GDPR scenarios...
As soon as you have an email address of the person requesting data access, you can go to the Data Protection application and retrieve all data that has been gathered by the Kentico system.”2

And what’s more, if properly implemented with the optimal configurations the Data Protection application can even extract and report on data from system integrations and third-party applications.

And finally, let’s look at how Kentico 11 handles the Right to be Forgotten.

Right to be Forgotten

So, you’ve handled a Right to Access request and delivered the data successfully. If they’ve gone that far, the odds are high there’s a Right to be Forgotten request not far behind. Here’s where the latest Kentico release really comes in to its own (again).

The data subject might request for the deletion of some or all the data you hold on them. This could be anything from their website activities to any forms they have submitted. Like the Right to Access process, simply enter the subjects email address in to the Data Protection application, search for all known data on that person and you’ll be presented with all records and checkbox menu of what you wish to delete. We particularly like the granular nature of the ‘Delete personal data’ menu, allowing you to choose anything from contact wishlists, newsletter subscriptions only, to data gathered only within a certain time frame.

Got a question about Kentico 11 or your path to GDPR compliance? We’re all ears, so get in touch! Drop us an email below or call us on 028 90 87 2222

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Etain Ltd make custom software; we aren’t legal professionals. The information above is presented in good faith, and is intended as a high-level guide to help you understand the potential effects of the GDPR. 
If you are unsure of your position, you should not hesitate to consult a legal expert or your local regulatory authority. The full text of the General Data Protection Regulation can be read here.



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