GDPR Advice for Mobile Marketing


Most businesses are now aware of GDPR and have at least made some headway.  They’ve changed their marketing strategies and tactical initiatives accordingly. But many are still looking for GDPR advice and what this means for their mobile strategies.

The impact on digital channels is significant.  Not only that, but the way in which we use customer or personal data is posing a number of challenges of its own. Specifically, for forward-thinking businesses addressing the growing, near majority of internet users surfing on mobile, there are some additional things to consider.

GDPR Advice – the changes for mobile marketers?

Mobile marketers need to change their procedures and marketing tactics to be compliant.  Here at Mobylise™ we’re able to offer significant GDPR advice to businesses.  Here’s a quick look at some specific changes you will have to make:

It’s all about ‘Opt-In’:

Conveniently, most marketing and web teams have implemented an opt-in process. For example, businesses and brands that have an app and ask customers to allow push, are no doubt asking customers to opt-in. Great! However, GDPR requires us to go a bit further. As a start, users must voluntarily consent to receive messages from your business. Using the usual pre-ticked box or radio button doesn’t work purely as it doesn’t demonstrate the customers active and voluntary consent. Also, brands need to tell customers how they’ll use the customer’s information prior to giving consent. If any business or brand is planning on marketing services or products to customers via email or text (as we all do), then its important to have a data use policy and share it clearly with the user prior to them giving consent  to ensure that there is 100% transparency about data use.

Consent – It’s not one for all:

When a user or customer provides you with their contact details or email address to take up an offer. Or when they do something specific, such as attending a webinar or downloading a factfile this doesn’t translate into being a blanket use of their data.  Or allow you to add that persons contact data to your master list. It’s important to clearly display your privacy policy wherever there is data capture of users’ personal info to ensure the website is GDPR compliant. When you add a customer’s name to your master list you have to be upfront, clear and ensure they are fully aware.

It’s easy to forget the record button!

Companies now have to keep records of consent under GDPR and for many this is a challenge.  Our GDPR advice is that it’s about documenting who has consented, where  and how they consented.  More importantly you need to store what they were informed of at the time of consent.  You need to ensure this is done in a clear, well trained, and compliant way. It’s definitely worth engaging with the IT department to establish how you do or will keep these records going forward.

Delete, scrub, erase – make sure its gone!

It’s important to establish the process of erasing customer when a customers asks. You must ensure there are easy ways for customers to unsubscribe from marketing comms.  Having an opt-out process is something that many companies already have in place.  However it’s important to note that GDPR takes this even further. Visitors, users or customers now have the right to be forgotten and lost to your database forever. You must delete a users data when they request for it to be forgotten.  All of their data must be removed from servers never to be seen, hear or used again. If they ask you to, you need to forget them – for good!

Once more into a breach…

Under GDPR if a company experiences any kind of data breach they must notify customers of within 72 hours of it happening. No cover ups and hush hush – it’s a legal requirement.  It doesn’t matter that it was only a small breach on your mobile app, you still need to ensure you assess it, and if required then notify your customers and the ICO.

Compliance help is at hand

Partners and platforms can help with compliance. Mobile marketing providers and platforms may well offer to help create improved consent forms or other tools that help, with access to time/date-stamped opt-in forms proving consent or other tools to delete customer data if requested. Of course, this is something that Mobylise™ can assist with but if you’re not working with us it is worth checking with your marketing platforms to see how they’re preparing for GDPR and how they can help with your compliance efforts.  They may be able to give further GDPR Advice for you.

Evolution: Then what?

You business can’t solve GDPR overnight.  It is a lengthy regulation that will take time to implement.  You need to make changes to mobile marketing policies and marketing behaviours. It takes time implement some of these procedures to with GDPR.  However, doing so means that you will match the ever-changing customer demands while improving marketing practices.  In the process you will elevate brand reputation and develop long term engagement with prospects and customers alike.

ICO – The Information Commissioners Office will be able to provide more information on everything GDPR.

If you want to get more GDPR Advice we’d love to hear from you, get in touch.