Getting Personal: 3 Ways to Improve Personalisation in Your Business

Leah Mahon, Student, Staffordshire Business School


Personalisation is starting to get just that little bit more personal.

According to Campaign Monitor, digital personalisation is predicted to see major change from past methods of user-created profiles and preferences, purchases and life stage events. Instead digital customers can expect to see their data used within new machine learning and data science-based features and platforms to create the personal interaction customers crave. Now, in this digital age with marketing spend predicted to improve ROI for businesses across all platforms by 10-30% with the use of personalisation, businesses now are rediscovering the meaning of personalisation and getting to know their customers all over again with these new developments in digital.

  1. The Discovery of Data

The way personalised data can be used now goes far beyond the days of an email address with a customer’s name on it. Now, the meaning of data is beginning to expand as businesses begin to harness important information not just about their customers, but the very the context of the product or service, and how customers align within this. Econsultancy describes the new data outlook for businesses to consider:

The Customer Context: –

Personalistion is about targeting the right message to the right person

  • Location: Geographical status can affect which product/services are relevant, or even accessible.
  • Commuting, working, relaxing: What a person is doing in the moment affects their mindset and therefore the outcome of the purchase.
  • Time of day, day of week: This helps to structure the message being sent out – a “Friday feeling” contrasts greatly from the “Monday blues”.
  • Season: Weather and time of the year can impact buyer behaviour.
  • Customer journey position: What a first-time buyer is offered can contrast greatly with a repetitive buyer.
  • Satisfaction: Negative feedback should determine the tone in the business message to a more humble standpoint, and reconsider the regularity of marketing communications.
  • Demographics: Basic demographics determines who has a need or desire for certain products/services or messaging.

The Product/Service Context: – 

  • Motivation: Whether the motivation behind a purchase is from desire or necessity.
  • Price: Evaluate whether customers can make regular transactions or if it is a one-off.
  • Frequency of purchase: Regular promotion of a product that is only purchased scarcely is misspent effort.
  • How they are used: Whether the product or service is an important aspect of your customer’s live people’s lives as this determines how regularly to market to them.
  • Likelihood of repeat purchase: If an item was bought as a gift the likelihood of another transaction is scarce, however if it’s replenishable marketing to these customers again can prompt a repeat purchase.

The new perspective of data cannot be used solely on its own, however. It rather propels and informs the underpinnings of Behavioural Personas;  understanding the psychology of your customers and utilising the right customer data platforms  inform all aspects of the customer journey stage, customer lifetime value, purchase frequency to satisfaction, marketing engagement and price sensitivity. One business that has embraced this strategy is Netflix. According to Wired, they do not utilise gender specification upon subscription as the traditional demographic outlook has become statias buyer behaviour has become incredibly impulsive. Instead,

they utilise strategies such as A/B testing to lead customers to their preferred genre of television and film on the landing page, right up to whether their customers watch content in later hours often, personalising it to a programme that’s half way watched, or simply shorter in duration to suit them.

 

2. Automated Decision Making

Those all important customer data platforms (CDPs) have advanced significantly in this digital age provide a crucial two-way communication that traditional data management platforms do not offer, because it is only able to personalise customer information as far as a signpost for future messages and offers. While CDP “provides the connective tissue between and among them [customers] to integrate the marketing stack and enable orchestration across the web, mobile, email, social and so forth.” CMS Wired details why advanced CDP is essential in digital marketing:

  • A Single View of the Customer across all channels and devices, and offline touch points, enable a smooth customer journey
  • Persistent Customer Profile data tracks all customer interactions and ad impressions, developing a continuously updated history of individual customers.
  • Cross-Device Stitching eradicates problems associated with third-party cookie data collection, advanced CDP will have the ability to stitch data, which can identify a user across different touch points.
  • Real-Time Decision Making need near real-time data collection and distribution of insight to optimise marketing campaigns and the conversion funnel to re-targeting and supporting call centre work progress.
  • Integration with the Digital Eco-System enables the CDP to expand to more technology as well as first-party data sources on a comprehensive level.
  • Privacy and Data Governance helps to protect customer data, and provides flexible opt-out solutions for customers, while its standards for governing data use makes curtail data leakage near impossible.

A business like Netflix again does this incredibly well with not only offering their customers streaming content, but tailoring it to their preferred genres every time along with some new closely related editions, heightening the personalised experience.

3. Content Distribution

One dimensional content personalisation would have included specific ads dependent upon engagement with content, and visits to certain websites to entice customers. But with the power to offer personalised messages, experiences, services, and products businesses can begin to delve deeper to execute a truly one-to-one experience with their customers. Building upon the findings from the context of a product or service and how this aligns with a customer can be seen within weather based marketing, which is keeping up with relevant trends simultaneously, and prompt browsing and purchases related to the weather. Some elements of content distribution to consider are:

  • purchase history
  • preferences
  • demographics
  • browsing and buying behaviour
  • customer life-cycle

Online clothing store Very evidently utilise the tradition forms of marketing by addressing the customer by name, but these fuel the necessary underpinnings to create a “richer experience with content or information” by relating it the world shaped around the consumer.

As customers demand more than ever for a one-to-one experience, it’s important for businesses to remember the new digital marketing strategies that are changing marketing as we know it, all the while meeting their customers -old and new – all over again.

Marketing for a greater good – health promotion

by Dr Samanthika Gallage

In my day to day life, I always hear people say that marketing is all about selling, it is about creating demand, it is about manipulating consumers by corporations to make profits. Do you think the same? Without a doubt marketing is powerful and it has a strong convincing power. Do you think marketing can use this powerful discipline for a greater good in the society?

In 1952, G. D. Wiebe raised the question “Why can’t you sell brotherhood like you sell soap?”  What do you think? Do you think we can sell brotherhood like we sell soap? Decades ago a few marketers were inspired by this idea and started seeing marketing in a different light and they chose the term SOCIAL MARKETING to define this novel approach. In a nutshell, it is an approach of using marketing principles for a social transformation.  

Kotler et al. (2002, p.394) defined social marketing as “the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon behaviour for the benefit of individuals, groups or society as a whole”. It has gained much attention from scholars and practitioners over the years. Most of the developed and developing countries have benefited from social marketing interventions in addressing problems such as excessive drinking, smoking, obesity, HIV and other diseases. 

There have been various successful social marketing campaigns such as

Change 4 life

These campaigns have marketing tools and techniques to persuade consumers to make healthy choices and thereby to encourage a social transformation. This sub discipline and faces many challenges due to lack of funding, lack of understanding, contextual issues etc. Yet, there is more room for improvement, new knowledge to fight back with these challenges. It has made a good progress over the last 50 years and there are more social marketing researchers (like me) and practitioners out their trying to use this powerful technique for a greater good of the society.

If you are interested in any research collaborations or projects or even a chat about this concept please do not hesitate to contact me. 

Dr Samanthika Gallage  01782 29 4352

 

What is a university for?

Professor Jess Power, Associate Dean – Students


There are several possible interpretations of the fundamental role of a university, however the one that holds close to my values and beliefs is “the university” as an institution for the creation and dissemination of knowledge, creating graduates who have a genuine commitment to making the world a better place and of being significant players in civil society. The western university model has been a remarkable success and is one in which we should have immense pride. Operational freedom within an interactive setting which enables excellence across teaching, research, learning and enterprise opening unlimited opportunities for many. However, in an increasingly complex and uncertain world the role of the university is constantly being questioned. In particular there has been a recent drive for developing “value”, in the form of employable work ready graduates. This may be interpreted as a set of desirable skills and attributes to be embedded within the curriculum or perhaps and more importantly the development of an entrepreneurial mind-set. The ability to think outside the box, to adapt and respond to change in a fast paced environment and more importantly the ability to be able to communicate within and beyond their academic discipline is perceived key to graduates contributing to societal challenges.

In today’s global economy and in society as a whole we are faced with many complex challenges (clean water, ageing population, disaster management, global-warming, sustainable food production, transitioning populations), which require new ways of working. It is widely accepted that innovative and sustainable solutions for many complex global social issues reach far beyond the boundaries of a single academic discipline or methodological approach and as such the practical argument for embedding interdisciplinarity and interdisciplinary collaboration opportunities into the learning experience within universities is strong. Interdisciplinary working is widely accepted to be the new mode of knowledge production, it focuses on building intellectual capacity and is supported by government policy makers and research funding agencies. Many of the most exciting developments cross traditional disciplinary boundaries and therefore have great potential to break through complex societal problems and foster innovation.

The concept of interdisciplinarity within Higher Education is not new: Thompson and Fogel (1921), acknowledged in their publication ‘Higher Education and Social Change’ that all social problems require interdisciplinary skills and knowledge. They expanded on this by stating: “if graduates … are to be societies’ leaders …they need a broad social and historical perspective that is difficult to achieve in one discipline”. Thompson and Forgel’s (1921) paper highlighted specifically the need for Higher Educational institutions to promote interdisciplinarity as a means of developing the essential skills of leadership required to impact on civil society.

So, what is a university for? It is to change mind-set, opening up opportunities to bring together individuals to generate knowledge to solve societal problems for the good of mankind. Thus, the connections we make, the disciplines we cross and the knowledge we form are only part of the picture, it is the transformative impact on people’s life’s that we make that hold the true meaning of the value of a university, which instil the leadership qualities desired to make the world a better place.

 

Thompson, K.W. & Fogel, B.R. (1921). Higher Education and Social Change: Promising Experiments in Developing Countries. Vol 1 Reports. US: Praeger.

www.staffs.ac.uk 

Do Marketers have the right skill set for your business?

Vicky Roberts, Senior Lecturer, Staffordshire Business School


In these uncertain times, with budgets slashed and cost cutting evident, companies may now need to turn to their to their marketers to drive business growth. The Chartered Institute of Marketing (CIM), have identified key challenges facing marketers moving forward, each accentuating how important it is to ensure your marketing team are trained and market ready.

In a digitally driven market place, achieving higher sales through SEO and PPC can demonstrate how digital marketing activity can count towards the bottom line. However, a report by the CIM in May of this year (The Digital Marketing Skills Benchmark) warned business about the failure to stay relevant, engaging with their customers, adding value through their digital offer. Too many companies rely heavily on email marketing, viewing it as a win-win tool in the digital age. With the ramifications of correct data management following GDPR, the danger in pursuing this strategy, founded on weak marketing skills & knowledge, can have a detrimental effect on business performance.

Besides digital skills, junior marketers in the UK often lack the strategic marketing knowledge they need to contribute effectively in meeting & understanding how marketing fits with corporate objectives. Paradoxically, senior marketing managers and directors, can often have scant knowledge of key digital sales drivers like SEO and PPC. In an ever changing market with more demanding customers, solving this paradox becomes even more important. In a recent lecture organised by the CIM in Wolverhampton University, Professor Malcolm McDonald stated that the marketer needs to get back into the boardroom. To do that effectively the marketing team needs to support their board, demonstrating a thorough understanding of key strategic marketing issues, whereas senior marketing managers need to upskill to lead their businesses more effectively.

Here at Staffordshire University we have a rich heritage of marketing education for professionals, spanning decades. Working with our partners, CIM and the Digital Marketing Institute (DMI) we can off a range of career development opportunities for your business. From the CIM Certificate to the CIM Professional Diploma, we cover key skill sets such as a digital focus along with coverage of marketing strategy and consumer behaviour. For those who want an introduction to the new digital marketing language, we offer a DMI course by blended learning. If you want to take your digital marketing knowledge to the next step we have our MSc Digital Marketing Management.
If you need to chat these options through with one of our marketing team, please drop me an email at v.a.roberts@staffs.ac.uk

Alternatively visit us at our Post Graduate Open Evening on Wednesday 28th November 2018, 4pm-7pm

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Would you like to market to customers when they’re in your area or about to go to a competitor’s location?

Paul Dobson, Senior Lecturer at Staffordshire Business School


The ability to market to customers or potential customers by their location has been around for a while. However, in my conversations with local businesses not many are aware of this facility.

The number of mobile users is consistently on the rise and already outnumber PC users for internet access.  Therefore, it is a necessity for businesses to make sure their marketing is working as effectively as possible for mobiles. Geolocation is the ability to show where the mobile device, and the user of the device, are located using the built in GPS.  The best thing about using geolocation data is that it knows where mobile users are in-real-time.  Therefore, it enables businesses to create a tailored and relevant promotion to target these potential customers in a more effective way.  For example, it can be used for presenting coupons or adverts to potential customers when they are in the same street.  Geolocation can target users in a few different ways. However, the three most common are:-

  • Geo-targeting is the act of reaching someone based on their location.
  • Geo-fencing is typically used when targeting small regions like specific streets or towns. These targets are especially useful for apps that want to direct foot traffic to business premises, such as shops and restaurants.
  • Beacons are the narrowest of the three location targeting methods. A beacon is a small, Bluetooth device that receives location data from nearby mobiles, if the mobile Bluetooth is switched on. Often these are deployed in the interior of building such as shops, and airports etc.

Search results on a mobile can also be an effective location based marketing tool, for example if potential customers do a Google search for an Italian restaurant near them.  The search results can display the nearest restaurants and, at the press of an icon, the customers can: call the restaurant, get navigation instructions to the restaurant, or have a look at the website and menu.

Screenshot from Google Maps showing local Italian restaurant

Unfortunately, I’m not aware of a single marketing tool that works for everybody all the time, and this is no exception.  The biggest downside of using geolocation data for mobile marketing is that it is easily blocked by mobile users.  Although there are many mobile users that use apps with the GPS location feature enabled, there are also many users that don’t. Also, geolocation-triggered ads may not work on all devices due to ad blockers.

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Who run the world? MUMS!

by Stef Price  (student)

It’s 2018 and the term ‘mumpreneur’ seems to pop up everywhere just lately. But why? And what does it mean?

Well, according to the Oxford Dictionary, a mumpreneur is “a woman who sets up and runs her own business in addition to caring for her young child or children”. But why? It seems like a lot of work on top of the endless list of mum duties!

Is it because us mums want to spend as much time as possible with our little darlings? Is it the getting up 20 kazillion times in the night to return a lost dummy to tiny mouths that has us too tired to get up for the old 9 to 5? Or are we just kick-ass independent women, confident enough to give the finger to corporate fat cats whilst lining our own pockets instead of theirs?

For me, it was all of the above….and then some.

In 2013, at the grand old age of 32, baby #1 came along. I loved being a mum and wanted to spend as much time with him as possible but when he was only 5 months old, it became too much trying to survive on a single poor salary and statutory maternity pay. I reluctantly trundled back to the corporate world to help put food into his little mouth.

Being able to contribute financially again felt great, but the cost, to me, was massive. I missed his first words, the first time he clapped, his first crawl, the first time he pulled himself up to standing, his first steps.…pretty much his first everything. It sucked, but I smiled and cracked on. As you do.

Stef Price Mumpreneur

Stef Price Mumpreneur

Fast forward 3 and a half years and baby #2 rocks up, yay! However, this time I wanted to cling to as many precious moments as possible for as long as possible so I vowed that I would have the full 9 months of maternity entitlement if it killed me! We planned, we saved and we stocked up on nappies to within an inch of our lives to make sure it happened…and it did! And it was amazing!

Getting a bit of help

Getting a bit of help

But something else happened too. I became a shirker! Well, kind of. I didn’t want to not work, I just didn’t want to work for somebody else – I was a shirker of the corporate world. I didn’t want to go back to my old job. I didn’t even want a new job. I just didn’t want a job.

I googled, I pondered and I scratched my head about how I could live the impossible dream of being a ‘stay home mum’ who works around the school run. I had a couple of embarrassing attempts at network marketing, but it didn’t feel right. I didn’t love it and I didn’t feel like I was being me.

I wanted to do something that I love, when it suited me and I wanted people to pay me for it. Is that too much to ask? Probably. Did I do it anyway? Yes!

And so was born Frog Princess, Hand Crafted Gifts.

An outlet for my ever-present creative streak, I began to make and sell hand crafted and personalised gifts. I touted my wares on my personal Facebook page and received a few sales and some positive feedback. It spurred me on and I decided to set up a Facebook group, a Facebook page and more recently, a website and an Instagram page in order to reach more people.

Some of the products available at Frog Princess

Some of the products available at Frog Princess

In the meantime, I’m in my second year of studying for a Bachelors degree in Business Management at Staffordshire University so I don’t have as much time as I would like to spend on my little venture, so for now, it will stay just that. Little.

However, I love what I do and I love the extra bit of money it brings. Most of all, I love that I can do it around family life and around my studies and that I have the flexibility to ramp it up or step back as and when life dictates.

According to Small Business, in 2016, 17% of Millenial mums said they planned on setting up their own business within 12 months. And whatever their reasons for doing so, whether they’re the same or different to my reasons, watch out cos mumpreneurs are taking over the world!

Frog Princess website 

Frog Princess facebook  group

Frog Princess page

Frog Princess on Instagram 

Harnessing the power of social media for small businesses

Written by June Dennis, Dean of Staffordshire Business School, Chartered Marketer and Trustee of the Chartered Institute of Marketing.


If you only have a small marketing budget, social media can seem like an ideal way to promote your product or service. Twenty years ago marketers could only dream of having access to such a huge audience so quickly.  However, where does one start?

Here are just four suggestions that could help you get more out of that limited budget:

Know your audience – it’s so obvious, but it’s really easy to make the simple mistake of taking your eye off the ball when it comes to ensuring your communication channels and messages are targeted at the appropriate audience(s).  We can get carried away by all the opportunities open to us that we forget what the purpose of engaging with social media actually was!  For example, why use Facebook if you’re primarily targeting a business-to-business audience?  (Sometimes, there’s good reason to do so, but you need to know why).  Spend time to make sure you know who your intended target audience is and what the key message is that you want to communicate with them.  Only then can you identify and choose the communication methods which best fit your message and audience.

Know your limitations – basically, don’t try to do too much!  Social media may seem very low cost compared to other forms of advertising or sales promotion, but there is still the cost of your time to factor in, at the very least.  It’s also very content hungry and if you commit, say, to writing a daily blog or tweeting several times a day, you may find you crash very soon.  Take note of what other businesses your size manage to do and try, where possible, to plan out your messages in advance.

Know how to create synergy – try to use the same or similar content more than once if you can. So, if you write a blog or post something on LinkedIn, can you direct people to it via Twitter? Could you use the copy for some promotional material or a newsletter? When you put something on YouTube, how can you maximise its use? It’s pretty obvious, but not everyone does it. Encourage customers and staff to send in stories which you can promote. I’ve found that people get a buzz from seeing something they’ve submitted being used or published and it creates a virtuous circle and they submit more material….

And, finally, think of ways you can work with others to create mutual benefit. A while back, I did an interview for a friend who was looking to increase traffic to her website via YouTube. As a result, I also sent links to my contact to her webpage and used the content of the interview to develop this blog. We both benefited and had some fun doing it.

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A Recipe for Success

Written by Angela Lawrence, Associate Dean at Staffordshire business school


There’s an Autumn nip in the air, the Great British Bake Off has begun and the annual McMillan World’s Biggest Coffee Morning is just around the corner. Kenwood mixers are whirling into action in kitchens across the UK.

Meanwhile, bags are being packed, goodbyes said, and freshers are itching to begin their university life. Around the World lecturers are preparing to welcome their new students and planning for the academic year to come.

It strikes me that these two situations have something in common. I wouldn’t go as far as to say that all lecturers are good bakers (far from it!), but there is something vaguely familiar about the nurturing, caring principles of baking and lecturing; the desire for a good outcome and the commitment to working hard to achieve this.

Quality Ingredients

Ever tried baking a cake with less than quality ingredients – with a dodgy cooker and scales that don’t quite weigh correctly? The chances are your cakes won’t turn out to be as good as you would like them to be. Quality, fit-for-purpose equipment and excellent ingredients are needed to guarantee the bake that you are looking for.

When choosing a university to spend three or more years of their life at, prospective students similarly seek quality – high rankings in the league tables and TEF, good NSS scores, high levels of student satisfaction and committed, highly qualified academics. A quality university is needed to turn out a top-notch, highly qualified and work-ready graduate.

The Recipe

Even quality ingredients can’t ensure a perfect bake if the recipe is wrong. One too many eggs or not enough baking powder and the cake’s a flop.

The same balance needs to be considered within the course that a student selects. The onus is on academics to create a balanced mix of exciting learning content, activities, guest lecturers, trips and course materials to ensure that students learn exactly what they need to know. Miss out a vital ingredient and students will struggle to achieve success in their assessments.

The Temperature

Too hot an oven and your cake will burn. Too cool an oven and your cake won’t rise. Getting the temperature right is as important as having the correct recipe.

Lifelong friendships are made at university, so a good balance between studying and fun is needed. The correct work-play balance creates an environment in which students flourish – without the fun some students struggle with the pressure of study and can be tempted to drop out. Too much fun and grades may suffer. A good university seeks to provide exactly the right balance between social and study. Student Unions, personal tutors, pastoral care and student guidance teams are all there to support students in getting it right.

Decorations

Jam and cream fillings, a sprinkle of icing sugar here, a coating of chocolate there and your cake is more than a cake, it’s a thing of beauty. It’s those finishing touches that make your cake the one that everyone wants to take a bite out of.

Similarly, a degree is not enough. Employers are inundated with graduate applications for advertised vacancies, and applications that stand out are those where the candidate has more than just a degree. Work experience, success in student competitions, self-awareness, confidence, professional presentation, global awareness…these are many of the added extras that lead an employer to choose YOU over other applicants.

Staffordshire University has a recipe for success. A university that has risen to within the top 50 universities in the league tables, been awarded a gold in the TEF, achieved one of the highest graduate employability rates in the UK and provided a supportive and fun environment in which students flourish.

Would you like a taste of our recipe? Come and visit us at one of our Open Days to find out for yourself – we can promise you a delicious time.

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Five things you didn’t know about Staffordshire Business School!

Written by Rachel Gowers, Associate Dean Recruitment


1.    We are one of the leading Business Schools in the world for Social Media. We’ve won the Edurank ‘Best Twitter Performance’ award twice in the Business School category (beating Harvard into second place) and we’ve also come in the top 20 Business School blogs in the Top 20 Business Education Blogs And Websites To Follow in 2018

2.    Our Marketing Management course includes exemptions from The Chartered Institute of Marketing and also Google Garage Exams, covering SEO, PPC and loads of other practical skills so you can start to build your own digital marketing campaign straight away.

3.    The Events Management Degree is a top ten course* according to The Complete University Guide League Tables 2019. We’ve also added some new modules this year like ‘experiential marketing’ and ‘managing the visitor experience’ which mean you get out and about straight away and start working with companies to design their systems.  You’ll also get to go on an overseas residential in your second year – last year we went to Iceland.


4.   
Business degrees are the same wherever you go – right? Wrong! Our Business Degree covers topics you won’t find anywhere else, we worked with employers to come up with them.  You’ll study Business Agility, Big Data, Authentic leadership and Customer Experience Strategy (CX) – don’t know what these are? Google them – these are vital topics for 21st Century leaders.

5.    Accounting and Finance degrees at Staffordshire Business School offer more than just a degree.  You will also gain exemptions from three professional bodies meaning you can fast-track to professional qualifications when you’ve finished you’re degree. Plus we were ranked 1st for ‘Students Satisfied with Teaching’ in the Guardian League Tables 2018.

As if five wasn’t enough, did you know we are the first Business School in the UK to launch an Esports degree…don’t know what this is? Find out here.

*ranked 7th in the ‘Hospitality, Leisure, Recreation & Tourism’ category

Thinking of joining us? Find out more about our courses in clearing

 

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Consent to using cookies is “baked” in the GDPR

Recently, you may have noticed when you log onto a company’s website or an Application (App) like Google or Twitter, there are alerts that their terms and conditions have been revised, or their privacy policy has been updated. You might also be inundated with requests for your consent to the use of cookies when visiting their site (refer to the examples below).

Example 1: ”Cookies on JohnLewis.com

Source: www.johnlewis.com accessed 3 May 2018

These types of notices are likely due to the fact that the General Data Protection Regulation (GDRP), which was passed by the European Union in 2016 and is coming into effect on May 25, 2018.

Example 2 of www.Barbour.com/uk request for consent to using of cookies on their website

Source: https://www.barbour.com/uk accessed 3 May 2018

The GDPR is a new digital privacy regulation which standardizes different privacy legislation across the EU. It is a legally binding regulation. Ignoring it could lead to fines of 4% of a company’s global turnover, or fines up to £17.6 million (20 million Euros) whichever is higher.

Explicit and informed consent is now required if a company wants to collect any personal data about a European citizen. This is not just having individuals check a consent box on the company’s website. A company will have to inform individuals exactly where their data is going. As well, individuals always have the right to say “NO” to their data being collected, that is, a company can’t stop an individual from using its website just because the individual does not consent to the company’s collection of his or her personal data. In the past, individuals would likely agree to a trade-off, that is, you can collect my data if I can use your site or use your app. That has now changed.

The GDPR provides individuals with the right to access their own data that the company has collected and individuals also have the ability to request that their data be deleted. Companies will be limited in the amount of personal data they can collect to that which is actually needed for specified and legitimate purposes.

Example 3: www.Cadbury.co.uk’s “Accept the use of cookies”

Source: https://www.cadbury.co.uk accessed 3 May 2018

Interestingly, even if a company is based in Australia, for example, the rules of the GDPR apply to them if a European citizen visits the company’s website or uses the company’s apps. So companies will need to be compliant with the GDPR even if they are based outside of Europe.

There is also special protection for children’s personal data. Companies who offer online services to children may need to obtain a parent’s or guardian’s consent in order to collect the child’s data, unless the child is 16 or over (although this may be lowered to 13 years old in the U.K.).

GDPR Basics for Marketers:

  • Ask for consent every time you collect data from someone, including tracking cookies – if you do not get consent you cannot track or collect it. Develop a way to track consent.
  • If people supply personal data on your website, then you need to make sure you have a way to provide this data back to people if they ask for it.
  • You will need a way to delete data, if requested to do so.
  • You may need to put systems in place that can verify individuals’ ages and a method to obtain parental or guardian consent, if required.

*For more information on the GDPR, please see Information Commissioner’s Office website at: https://ico.org.uk/

*Be sure to obtain legal advice. This content is meant only for educational purposes

Fatimah Moran, Senior Lecturer at Staffordshire Business School

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