ISSUE 27
GDPR Q&A: How informed are you? See inside for answers from industry expert, Rosemary Smith INSIDE THIS ISSUE PAGE 03
PAGE 06
Print Power update
Royal Mail GDPR Radar
In this issue 03 Print Power Reading this will make you smarter
04/05 GDPR Q&A How informed are you?
06/07 News Includes more GDPR information, a preview of upcoming events as well as the launch of new research.
08 The Festival of Marketing
Welcome to Engage, the GI Solutions magazine that provides you with industry news and ideas for your company. As 25th May 2018 - and the implementation of the new General Data Protection Regulation (GDPR) - fast approaches, we speak to industry expert Rosemary Smith, bringing you a Q&A to keep you more informed - see pages 4 and 5. On page 3 you’ll find an update from PrintPower as well as details of their Power of Print event which takes place in October. On page 6 we bring you a print audit offer from Eclipse Colour Print, and further GDPR information, from Royal Mail MarketReach. On page 7, you’ll find details of our upcoming Masterclasses, Seminars and details of a new Whitepaper launch. We hope you enjoy this issue of Engage. All feedback is welcome, so please do not hesitate to send any comments to marketing@gi-solutionsgroup.com, or contact me using the details below. Thank you for reading Engage. Yours sincerely,
Alistair Ezzy Managing Director, GI Solutions alistair.ezzy@gi-solutionsgroup.com
View online
uk.linkedin.com/in/alistairezzy
www.gi-solutionsgroup.com/engage Or use the QR code below. Download a free code reader app at www.beetag.com
If you need more information, contact me This magazine was delivered in an Oxo-degradable plastic polylope and printed by GI Solutions, 147 Scudamore Road, Leicester, LE3 1UQ. Tel: 0116 232 1711; Fax: 0116 232 1611; Website: www.gi-solutionsgroup.com. For more information contact Tara Pickles, Head of Group Marketing on 07970 263 943. We will hold your details in accordance with our Privacy Policy and may contact you by mail, email or telephone on the products and services offered by GI Solutions. If you would like to unsubscribe from the GI Solutions mailing list please email marketing@gi-solutionsgroup.com with your details.
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ENGAGE 27
Tara Pickles
tara.pickles@gi–solutionsgroup.com
07970 263 943
Reading this will make you smarter! Print Power Whether it’s the permanence of the text or the physical sense of touch, neurological studies have shown that print improves the absorption and understanding of knowledge, and forges a deeper connection with the reader. For example, a 2012 Stavanger University study of school students concluded that, “Students who read texts in print scored significantly better on the reading comprehension test than students who read the texts digitally.” Other studies have found that those reading on screen also found the experience more stressful and draining than those reading paper. Others say our learning is inhibited because websites struggle to present long texts in an intuitive and satisfying way. And as any regular online reader can attest, when ads are popping-up at regular intervals, concentration levels are not easy for anyone to maintain. Equally, our own research has confirmed a preference for reading on paper. Results from a UK-based consumer research highlighted that 84% of respondents understood, retained or used information that had been printed and read on paper much better than information received on a digital device, while 83% stated a clear preference for reading print on paper for more complex topics. More on this and many other print related topics, facts and statistics can be found at www.twosides.info and www.printpower.eu
Join us at the Power of Print seminar to discover print’s tremendous power to build brands and influence opinions. Our line-up of 10 industry experts, who will give their views, include speakers from; John Brown Media, Development Hell, MullenLowe Mediahub, Open For Ideas, Futerra, Jaguar Land Rover, Lumen Research and Royal Mail Market Reach. For more information and to book your place please visit www.powerofprint.info www.gi-solutionsgroup.com
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GDPR: How Q&A from industry expert, Rosemary Smith, Director rosemary.smith@opt-4.co.uk
We asked industry expert and Director of OPT-4, Rosemary Smith, to share the common questions she is being asked and her view on how GDPR will affect marketing. Q. Will GDPR still apply despite Brexit? A. Yes the Government has confirmed GDPR will be implemented on 25th May 2018.
Q. What are the big changes for clients A. The definition of personal data has been broadened
Q. What is GDPR? A. GDPR (General Data Protection Regulation) is a major overhaul of data protection legislation and will affect the use of personal data for mailings and other direct channels. The Information Commissioner’s Office will continue to be the Regulator under GDPR. So far, no detailed Guidance has yet been issued by the ICO on GDPR.
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and will now include online identifiers and location data; the definition of consent has been significantly toughened; processors (including mailing houses) will be liable for breaches they cause; profiling will be restricted; data protection officers will need to be appointed in some organisations and records of processing will need to be kept.
Q. What about the penalties? A. The maximum fines under GDPR will increase to
€20m or 4% of international turnover (compared to €500,000 under current legislation).
Q. What will consent for marketing look like? A. Consent will have to be “unambiguous” and confirmed by a clear affirmative action i.e. opt-in. Individuals will have to be given clear information about what they are consenting to and records of when and how the consent was given must be kept.
w informed are you? Q. Are there alternatives to consent? A. Processing in the legitimate interests of an organisation
Legitimate Interest The quote from paragraph 47 of the recital to the GDPR is ‘The processing of personal data for direct marketing purposes may be regarded as a legitimate interest’. Therefore if an organisation has the following in place;
is a viable alternative to consent and customer mailings will be permissible under this condition. The processing needs to be carefully evaluated and the rights of individuals (e.g. to opt-out) must be upheld. It is also possible that mailings to cold data will be permissible under legitimate interests subject to guidance from the ICO.
★ a relevant and appropriate relationship with the person they are going to market to and can prove this
Current industry guidance on how to apply Legitimate Interests can be found here www.dpnetwork.org.uk/ dpn-legitimate-interests-guidance
★ has told the subject they are going to be marketed to (right to information); ★ the person has the option to easily opt out whenever they choose (right to object),
Additionally processing for the fulfilment of a contract does not need consent so transactional mailings will be permitted.
★ at all times the manner in which the organisation goes about marketing to the person does not override the rights, freedoms or legitimate interests of the person
Q. Will clients be able to mail customers where they have collected data using an opt-out? A. Opt-out consent will not be valid under GDPR;
The organisation should be able to send out marketing via direct mail to their customers and enquirers.
however, clients are likely to be able to rely on Legitimate Interests to continue contacting their existing customers.
Q. Will clients need consent to profile individuals for marketing purposes? A. Profiling will need to be notified to individuals
(e.g. in the privacy policy) and they will have the right to opt-out of profiling. Only profiling with “legal or significant effect” will require consent by opt-in (unless it is necessary for entering into a contract).
Q. Where can I find out more about GDPR? A. The ICO has published some information about GDPR on their website at www.ico.org.uk/ for-organisations/data-protection-reform/
Further your knowledge at our NEW General Data Protection Regulation (GDPR) Seminar
Friday 3rd November 2017
GI Offices, Leicester
See page 7 for more details how to book >>
NEW
GDPR SEMINAR
Information can also be found on the Direct Marketing Association’s site at:
The Data Protection Network (run by Opt-4) has a more detailed summary of the legislation.
www.dma.org.uk/gdpr
www.dpnetwork.org.uk/
www.gi-solutionsgroup.com
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News
PROMOTIONS, NEWS, IDEAS & UPDATES
GDPR Royal Mail launch 'GDPR RADAR' Auditing Service GDPR (General Data Protection Regulation) Radar - is an auditing service where Royal Mail has partnered with leading data protection and governance specialists, to evaluate how your business is performing against not just GDPR, but the current DPA (Data Protection Act) and PECR (Privacy and Electronic Communication Regulation). The specialists review the existing documents such as Information Security policies as well as come on site to interview key stakeholders that manage or have access to data. Clients are then provided a report which outlines areas of weakness and strengths against the Regulations. We can also provide staff training, follow up audits and support with bringing documentation and consents up to date – this will be discussed with you and your customer/s as part of a consultation. Visit the Royal Mail website to request an audit: www.royalmail.com/business/gdpr-get-in-touch
Emma Fletcher Media Specialist MarketReach, 3rd Floor, 185 Farringdon Road, London EC1A 1AA 0780 1092015 emma.v.fletcher@marketreach.co.uk
The Full Print Service – Eclipse Colour Print is a vital element for marketing communications and with the Eclipse experts now part of the Group, our ability to help you improve results is even better. We have the technology, creativity and skill to help you achieve your creative dreams, and will happily offer you innovative alternatives to help you wow your customers whatever your budget. Whether you’re looking to develop new ideas for your leaflets, inserts and brochures or need step-by-step guidance on how to create a personalised interactive marketing journey for your customers, we can help. Contact us for a Print Audit. We will look at the print you are using and suggest different and better ways to always ensure you get the best return on your investment.
Simon Hartlett Commercial Director 01536 486127 07748 981956 simon.hartlett@eclipsecolour.com weareeclipse.com
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Seminar Dates Increase your knowledge of customer communications by attending one of our highly successful seminars.
Mail Futures Forum 2017 With digital proliferation on the increase, senior marketers need to be able to evaluate the latest advances in technology and understand how they can be deployed to benefit their customers and get results. As print and mail are increasingly being considered as a trade driver, it is vital to see how technology is transforming the channel and mail’s place in brand storytelling. To fire this discussion, we have curated content from industry experts in creative, technology, innovation and data fields for the inaugural Mail Futures Forum. At our exclusive event in London on 1st December, hear from Miles Lewis VP of Shazam; Crawford Davidson, previously Customer Marketing Director at Morrisons and Emma Durant, Global Digital Marketing Strategist and now Partner, BCS who has worked Microsoft (including Xbox), Sony, Nikon, Cisco, Oracle among others.
Mail Futures Forum
Friday 1st December 2017
London
NEW
GDPR SEMINAR
For full details and to register: marketing@gi-solutionsgroup.com
Friday 3rd November 2017
GI Offices, Leicester
gi-solutionsgroup.com/mail-futures-forum
Masterclass:
New Whitepaper Facing the future – a look at disruptive technology trends
Improving Customer Communications MKIV
Friday 13th October 2017
London EC2V 7QT
As technological development is accelerating and customers are expecting better experiences, businesses are under tremendous pressure to redefine how they communicate and interact. In our latest whitepaper, CCM-consultant and thought-leader Kaspar Roos provides an overview of upcoming, potentially disruptive technology trends, how they will change the interplay between physical and digital channels, and what companies should do to capitalise on them and create profitable business growth. Sign up to our Masterclass: Improving Customer Communications MKIV on Friday 13th October 2017 to get your exclusive look at the whitepaper.
Register today! gi-solutionsgroup.com/seminars
NEW whitepaper launch at event
NEW
DIRECT MAIL SEMINAR
Thursday 25th January 2018
GI Offices, Leicester
Seminar registration Visit the website registration page and fill in your details to register for the above seminars
gi-solutionsgroup.com/seminars www.gi-solutionsgroup.com
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