Working with digital demands a high dynamism, things change very quickly and you have to be flexible and adapt. A change that needed to be absorbed by companies is the one related to the General Data Protection Law. But what is the relationship between LGPD and Digital Marketing in practice? And how to deal with these changes? If that’s your question, read this article to the end!
Anyone who works with digital marketing is already used to the various changes that major channels and social networks such as Google, Facebook, YouTube, among others, present from time to time. However, the LGPD is not an internal change, related to a single tool. We are talking about a Law and, therefore, attention has to be doubled.
It’s not just about guidelines and to be followed for an ad to perform well, for example. A number of common practices have changed with the application of the LGPD for Digital Marketing and if you do not know it you may still be subject to fines as the law has been in effect since September 2020.
You need to review (for yesterday) all the forms of prospecting that your Marketing team applies to all your relationship strategies. This goes from the form or landing page for capturing leads to the automation of email marketing.
It is necessary to adapt your strategies to not be penalized. Fines may fall on your company if you continue to do your digital marketing against the LGPD and its rules.
What is LGPD?
If you’re new to the Data Protection General Law and continues playing their marketing campaigns usually is better not stop reading this article, that because the law already in force since last August and the violations can be very costly to your business.
This legislation was inspired by a European version, the GDPR or General Data Protection Regulation 2016, which entered into force in the European Union in 2018 and had a great impact on several companies.
According to the IAPP (International Association of Privacy Professionals) in just one year of the new law into effect, around 56 million dollars were collected in fines applied to companies that did not comply with the guidelines of the new legislation.
In Brazil, less than a month after the new legislation, the São Paulo company Cyrela was fined 10 thousand reais for a lawsuit filed by one of its customers who felt harmed by the sharing of their data.
The ultimate objective of the new law is very clear: to regulate all Brazilian companies and institutions that have and use a register and database with personal information about customers or potential customers.
All the details of the new law can be found on the plateau portal, but we can highlight the most important points:
- guarantee of complete privacy of the data provided by the customer,
- clear notification to the user of the purpose of such data collection,
- give legitimacy to those who provide the data, among others.
How to deal with LGPD in digital marketing?
Regardless of your type of business or niche, there are some universal precautions that need to be taken to prevent LGPD from affecting your email marketing campaigns, for example. To help you, we have separated some that cannot be left out.
Comb your lead base with a fine-tooth comb.
The first thing to do so that LGPD does not affect your company’s Digital Marketing is to pass on your entire lead base and make sure you are really authorized to use the data provided there.
For this, you need to trigger these leads and in the emails leave clear buttons for users to authorize you to have their data in your base and can use them and communicate with them. Always leaving a button available and unsubscribe.
At first, it is very likely that your base will decrease a lot, but don’t worry, after all, the leads that choose to stay will be giving you a strong indication that they really have an interest in keeping in touch with your company.
Of all the points of the new law, two of them stand out for Digital Marketing: consent and the legitimate interest of the user.
They are used for some purposes such as:
- identify your browsing profile by mapping where you came from before reaching the site and where you went after,
- measure one-page audience,
- generate statistics, among other functions.
But why bother with cookies? Well, the LGPD follows a line that in short says that personal data is any type of information that can individualize someone, in this context, behavioral data when associated with “real” data such as CPF or telephone number can indeed be considered violations of the law, as it is understood lack of consent.
Rethink lead segmentation and automation
Lastly, to ensure that LGPD doesn’t interfere with your company’s Digital Marketing, you need to review your strategies and automation tools so that capturing and targeting leads doesn’t break any laws.
The law will not prevent you from using these automations through profile segmentation, however some things need to be revised to adapt to the new standards.
Having a current marketing automation software, which helps you to implement all the related rules, especially regarding the request for permission to use data and which guarantees the security of your database, is an important step to comply with what the LGDP says in digital marketing.
That’s why LAHAR brings some good marketing automation solutions to streamline processes so you can focus on creating the best and most effective content, including creating law- compliant forms and lead management that protects your business and yours. contacts.
In 2019, LAHAR was elected the best digital marketing tool, an award given by the ABComm – Brazilian Association of Electronic Commerce, with more than 70 thousand popular votes.
With a complete digital marketing automation software, here you can keep up with the latest in terms of the concept:
- generate and engage your leads more,
- database for analysis of results,
- take advantage of support focused on your company’s growth.
Among the features you can take advantage of with our marketing automation tool are:
- access to a keyword panel for your strategy,
- creating landing pages without the need for IT staff,
- creating and sending emails,
- automation of email flows in a personalized and scalable way,
- monitoring and scheduling publications on social networks,
- management of your base contacts (Lead Scoring and Lead Tracking),
- Integrated CRM,
- Reports from different channels gathered in one dashboard, and more.
Want to know what results a complete automation tool can bring to your business? Please contact the team of lahar and see how our marketing automation software can help your brand to achieve even better results with email marketing and other strategies.