Marketing has used various techniques to generate value for customers and, in return, obtain data for sending content and advertisements. A classic example of this is the production of e-books, which are files usually in PDF format, that provide valuable tips for a specific audience.
This type of product can be paid or free, in which case the customer needs to provide their data to download it. This data usually includes name, email, phone number, job title, company, and other information. This information will generally be used by a sales team later.
If you produce this type of content in your marketing strategy, you need to be aware of the changes that are generated by... General Law on Data Protection (LGPD)The new law will come into effect in August 2020 and will require companies to have ways to protect the personal data of their customers.
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The first thing you should do to have an e-book launch that complies with the LGPD (Brazilian General Data Protection Law) is to create a form that adheres to the law. This means collecting only the necessary data. Furthermore, you must explain how this data will be used and obtain consent (with a checkbox) to communicate with the customer using this information.
When choosing a tool to create your landing pages, check if the software allows you to customize the form to comply with the new regulations.
What to do with the database
Let's say your visitors have already become leads, meaning they've provided their contact information to download your e-book. Now it's your company's responsibility to protect this personal information. The first thing is to keep this data in a secure location, such as password-protected software.
One important thing that all companies should know is about the rights of data subjects. They can request the review, modification, and deletion of their information from the company's databases, known as Data Subject Access Requests (DSARs).
A practical example of this is when you send emails with a link that allows the recipient to unsubscribe, to stop receiving messages. This is a right that you have. lead It's important that they know, at the time of registration, that they can stop receiving emails whenever they want.
The first step for any marketing professional who wants to stand out next year is to better understand the General Data Protection Law. This will guide the new relationships between companies and users on the internet.
To learn more about personal data protection and digital marketing, check out our post on the subject. new rules for email marketing.
