Date post: | 18-Nov-2014 |
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Marketing |
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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.
2005-2008 2008-2011 2011 onwards
1,576
2,608
4,247
DATA BREACHES ARE ON THE UPSource: http://www.databreaches.net/
Copyright 2014 Tangible. All rights reserved.
Trust
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 CONCERNEDHow 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.
Other
Publishers
Software/Gaming
Car manufacturers
Quangos
Charities
Clothing retailers
Telecoms companies
Supermarkets
Online retailers
Utilities
Banks
4%
8%
8%
9%
12%
14%
20%
23%
34%
35%
46%
73%
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.
Other
Banking details
Income
Phone number
Number of children
Type of car
Shopping preferences
TV viewing habits
Address
Marital Status
Age
Name
Email address
0%
7%
30%
38%
50%
51%
52%
56%
58%
73%
78%
81%
84%
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
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
1%
22%
28%
29%
31%
40%
41%
52%
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 channelsData must be erased on demandProfiling requires explicit consentThird party access requires permissionMove 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.