Essential Tips for Creating an Effective & Compliant Digital Marketing Strategy

As we see ourselves living in an isolated world for potentially the next 12 weeks, we all want to reach out to our customers with encouraging messages to lift their mood.

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Now, more than ever, we need to look out for each other as individuals and businesses, work together to get through this period of uncertainty. As your customers stay at home, they are more likely to be interacting with their favourite brands through digital means. Engagement with these customers is important to “Keep calm and carry on” for all.

To support you during this period, we are offering a free three month license of our consent and preference management solution, giving you the tools to boost digital engagement, compliantly, so you can get the right message, to the right people, on the right channels at the right time.

5 Ways your customers will benefit

  1. More personalised messaging. By using the customer’s consents and preferences an organisation can better tailor messages. More relevant communication leads to better engagement. Those who withhold or withdraw data consent will soon notice when they are demoted to a more vanilla experience.
  2. Customer-centricity. Organisations need to focus on their customers, putting them front and centre of the relationship. This in turn means the customer gets a better value exchange and should lead to a more loyal connection.
  3. Self-serve capabilities. By allowing the customer to manage how they want their personal data to be used, you get more accurate and up to date information. 
  4. Better connected customer journeys. Giving the customer the ability to opt-in to marketing or update their preferences in context with what they are doing. For example, if I am looking at running shoes, give me the ability to update this as a preference and opt-in to marketing for this type of product.
  5. Exercising extended rights Under GDPR, the right of individuals to ask for their data back – to take it elsewhere – is a further reason why organisations need to keep people on side. As well as being open about what will happen with their data, this includes making it easy for individuals to review the permissions they have given.

5 Ways Consentric can help

  1. Consentric by MyLife Digital is a purpose-built, cloud-based, SaaS designed to administer consent and preference management as an integral part of everyday business or public/third sector activities.
  2. Designed with individuals at the heart of everything it does, Consentric gives individuals self-serve capabilities to manage their own consents and preferences.
  3. Our solution, design and development approach are agile and continuously evolving, so we can help organisations stay ahead of regulatory changes as new regulations are created and ICO guidance is updated.
  4. Data security is assured, as part of our privacy by design approach we do not need to store any personal data, it stays within existing systems. We centrally manage the consent and preference data for you to use.
  5. Thanks to our open system design and open application interfaces, it’s very easy to link the Consentric platform to everyday business systems such as Salesforce and Microsoft Dynamics using off-the-shelf connectors.

Marketing has always been regulated but GDPR introduced additional guidance. Using Consentric well can support compliant Marketing campaigns. Below is a reminder of some simple GDPR concepts and nonsense.

5 Fast facts

  1. GDPR became applicable in May 2018, and was replicated into UK law under the UK Data Protection Act 2018.
  2. GDPR reinforces peoples’ rights over the processing of their personal data.
  3. GDPR requires that data protection be built in to business processes and systems by design and default. Embracing the ‘spirit’ of GDPR is as important as following the rules.
  4. GDPR applies to organisations of any size. It affects multiple departments or functions– anywherepersonal data is held or processed.
  5. GDPR requires organisations to be accountable for the personal data they process.

5 things GDPR is NOT

  1. A one-time task.
  2. A tick-box compliance exercise or new training requirement.
  3. Something that can be ‘done’ by the compliance team alone.
  4. GDPR is not a witch-hunt, the ICO wants to help organisations do better with people’s data and will lend any support it can to make that easier.
  5. Applied on a one-size-fits-all basis.

Lawful basis for data processing

The rules for keeping and using someone’s personal data

Organisations need to be able to demonstrate they have a valid lawful basis before processingsomeone’s personal data. GDPR defines six legal justifications, and it is up to organisations to decide which is the most appropriate.

The lawful basis they choose will also have a bearing on individuals’ rights over their data – for instance, whether people can ask for their data to be erased.

  • Consent. an individual gives clear consent for an organisation, and potentially named partner companies, to use their personal data in a particular way for a specific purpose – eg to allow them to send details of relevant offers or events.
  • Contract. Where an individual gives personal data in exchange for a contracted service or in the process of considering a contracted service.
  • Legal obligation. Passing on someone’s personal information as part of a criminal investigation,
  • Vital interests. Where keeping or sharing someone’s personal data is necessary to protect their life.
  • Public task. This is more for public sector organisations who need people’s data to perform a task or function with a clear basis in law.
  • Legitimate interests. Companies can claim a legitimate interest to send service messages or market to existing customers to grow revenues. However you must also respect the rules under PECR where consent is needed for some marketing messages.

A full and clear explanation of the lawful bases for capturing and using people’s personal data, and any other aspect of GDPR compliance, can be found on the ICO website, along with an interactive guidance tool.

To find out more about Consentric, or how MyLife Digital aims to connect people to their data for positive outcomes, sign up for our free 3 month trial.

Karen Watson

Karen Watson

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Fast forward x months, you have to forgive the inner mathematician, the lockdown has ended and the health impacts of the Coronavirus are behind us; people now move without fear of other humans; people get as much toilet paper and pasta as they want, delivered when they want; pensioners have returned to shops and spend time talking to checkout assistants while impatient shoppers in the queue behind them huff; non-essential workers are returning to ‘non-essential’ offices to do ‘non-essential’ jobs. The world can return to Business-As-Usual, but will it?

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