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The proposed EU Data Protection Regulations...and why we love them

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Information about The proposed EU Data Protection Regulations...and why we love them
Marketing

Published on March 10, 2014

Author: NickBanbury

Source: slideshare.net

Description

An overview of the data protection regulations which are currently on the table, along with views on why they could be a good thing.
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The proposed EU Data Protection regulations 7th March 2014 …and why we love them

Copyright 2014 Tangible. All rights reserved. IT’S GETTING HARDER TO GET THROUGH TO THE PEOPLE WE COMMUNICATE WITH

Copyright 2014 Tangible. All rights reserved. [Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press Jan 2014] AVERAGE ATTENTION SPAN OF A CONSUMER 2000 12 seconds 2013 8 seconds

Copyright 2014 Tangible. All rights reserved. ADVERTISING BOMBARDMENT IS INCREASING …of us say we receive too many ads and promotions online. 66% [Research by UpStream/YouGov, February 2012]

Copyright 2014 Tangible. All rights reserved. 1,576 2,608 4,247 2005-2008 2008-2011 2011 onwards DATA BREACHES ARE ON THE UP Source: http://www.databreaches.net/

Copyright 2014 Tangible. All rights reserved.

Copyright 2014 Tangible. All rights reserved. CONSUMERS ARE TAKING CONTROL We’ve all become more selective with our attention and who we share data with.

Copyright 2014 Tangible. All rights reserved. CONSUMER INSIGHTS FROMFAST.MAP • Online market research and insights to their own dedicated consumer panel • Insight Partner to the DMA • Experts in Data Protection research • Work across all marketing communication sectors • Interviewed 1,175 consumers around their attitudes to sharing their data • Infographics available at the end

Copyright 2014 Tangible. All rights reserved. PEOPLE ARE CONCERNED How concerned are you about the security of your data given recent news? …are concerned or very concerned about the security of their data 83% Source: fast.MAP online survey, February 2014 www.fastmap.com

Copyright 2014 Tangible. All rights reserved. 4% 8% 8% 9% 12% 14% 20% 23% 34% 35% 46% 73% Other Publishers Software/Gaming Car manufacturers Quangos Charities Clothing retailers Telecoms companies Supermarkets Online retailers Utilities Banks WHO PEOPLE SHARE WITH People are picky about who they give their data to. They to see value. They need clarity as to why they are being asked to share. Source: fast.MAP online survey, February 2014 www.fastmap.com

Copyright 2014 Tangible. All rights reserved. 0% 7% 30% 38% 50% 51% 52% 56% 58% 73% 78% 81% 84% Other Banking details Income Phone number Number of children Type of car Shopping preferences TV viewing habits Address Marital Status Age Name Email address WHAT THEY SHARE People are more comfortable providing email address than home address or phone number. Source: fast.MAP online survey, February 2014 www.fastmap.com

Copyright 2014 Tangible. All rights reserved. WHY THEY AGREE TO SHARE 1% 22% 28% 29% 31% 40% 41% 52% Other Never When given for a specific reason Easy to revoke access When opening a new account In return for something of value Required for managing my account Safely and securely managed Source: fast.MAP online survey, February 2014 www.fastmap.com

Copyright 2014 Tangible. All rights reserved. THERE ARE MORE AND MORE BARRIERS Ad bombardment + Eroding trust + Privacy concerns = People selective about What they share When they share it Who they share it with

Copyright 2014 Tangible. All rights reserved. New EU data protection regulations will make it even harder to gain permission to talk to your customers. AND TO TOP IT OFF…

Copyright 2014 Tangible. All rights reserved. Opt-in for all channels Data must be erased on demand Profiling requires explicit consent Third party access requires permission Move to free access to personal data €100m+ fines for breach SO WHAT ARE THE KEY REGULATIONS?

Copyright 2014 Tangible. All rights reserved. THE KEY CHANGES NOW PROPOSED CONSENT Opt out for some media Opt in across all media PROFILING & 3RD PARTY USE No additional permission required Explicit consent required ACCESS TO DATA Chargeable Must be free SUPPRESSION REQUESTS Data can be flagged “Do Not Contact” Data must be erased

Copyright 2014 Tangible. All rights reserved. SO WHAT DO WE THINK?

Copyright 2014 Tangible. All rights reserved. A HUGE OPPORTUNITY AWAITS Look at your brand from your customer’s perspective. Open the door to new relationships. Be more attractive.

Copyright 2014 Tangible. All rights reserved.

Copyright 2014 Tangible. All rights reserved. EMBRACE INDIVIDUALITY Each one of us is different, with our own distinct personality, passions, loves and hates. We’re individuals. We respond to individual treatment!

Copyright 2014 Tangible. All rights reserved. AVAILABLE TO YOU: • Our White Paper further pulls together the salient points of the new regulations. • Come and see us afterwards to speak more about how your business can approach the new legislation.

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