In a recent article in The Herald, Stephen Grant, a solicitor with Wright, Johnston & Mackenzie LLP, discusses the potential impact of the new General Data Protection Regulation (GDPR) will tighten the requirements around the use of e-mail and direct mail marketing, in particular the management and control of the data companies use to enable them to contact people.
The new legislation, which comes into force on 25th May 2018 means that companies should to have a legal basis for contacting people by e-mail, addressed mail and telephone. Basically, GDPR gives the everyday buyer more control over their personal data. Any business that collects customer data needs to ensure that explicit consent has been given by each individual and that all relevant information is communicated in plain, no nonsense terms. This means that companies have to have clear agreement from the people they are contacting using e-mail or addressed mail that they wish to receive marketing materials from them.
These new regulations have the potential to impact negatively on the use of e-mail marketing, as well as sending marketing materials via the postal service as they will need to manage the use of these marketing channels (or to be more accurate, the data that supports them) much more carefully. There are, of course, other options, such as the use of social media but my understanding of this media is becoming less effective due to the sheer volume of information that people are being bombarded with – they are effectively becoming desensitised to it and it is, therefore, becoming less effective.
The question is how will businesses market themselves in a cost-effective way when GDPR is implemented on 25th May 2018? It is our belief that many will get back to basics, using the traditional forms of marketing, including advertising and, from our perspective, a return to the use of leaflets to promote their products and services. While some may see this as a backwards step, those that are switched on will see this as a real opportunity.
Leaflet distribution has never gone away, despite the introduction of many new marketing channels over recent years. Why? I think that the answer is simple – it is still an effective way to communicate your message directly to the people who will be interested in your product and/or service.
Don’t make the mistake of thinking that leaflet distribution only applies to the B2C market. Remember people who own and manage businesses live in houses so they can be targeted using leaflet distribution. As with any other leaflet distribution project, the ‘trick’ is to find out where they are likely to live so that you can deliver your leaflets to the correct areas.
2112 Leaflet Distribution have the resources, expertise and experience to help you implement a successful leaflet distribution campaign.
Company Name: 2112 Direct Marketing Ltd
Company Number: SC352956.
VAT Registration No: 971 0992 00
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