Post-GDPR, how can brands drive campaigns with reduced data sets?

Posted on 21/06/2018 · Posted in Mash Direct

In a post-GDPR world, brands face a daunting challenge: how to drive a successful and resonant marketing campaign when reserves of consumer data have been considerably depleted? Studies have estimated that many brands may now only have 10% of their pre-GDPR data pools.

But what does this mean for the digital landscape?

Although the vast majority of brands will be working with reduced data pools post-GDPR, the data that they now hold on their consumers is a lot more valuable. GDPR has forced consumers to make a choice: either to disconnect or actively declare that they have a legitimate interest in a brand. It is here that brands have an opportunity to evolve their marketing strategies, using this new, streamlined data set as the foundation stone for authentic and compelling storytelling.

Brands now have the opportunity to return to micro-targeting, creating and implementing tightly focussed campaigns, building super-engaged ‘micro-communities’ from amongst this remaining, loyal consumer base. It will become increasingly critical to think of the success of marketing, and in particular digital, campaigns in terms of quality over quantity. With creative and emotive campaigns, brands can now zone in on their followers and generate strong engagement from a passionate consumer base, even if numerically this is on a smaller scale than before.  

Post-GDPR, establishing trust with consumers is key, so marketing must be grounded in genuine emotion. To really strike a chord, content from brands should be relevant, authentic and speak to consumers with authority. As such, brands must start to look at creating their digital campaigns within a framework of behavioural economics, analysing the unique traits and behavioural patterns of the demographics that they wish to target in order to curate content that will resonate profoundly with them. To achieve this, it is essential for brands to understand the nuances of different demographics, and which kinds of content are best served to which audiences.

At face value, the loss of data in a post-GDPR world is an intimidating hurdle for brands. However, these changes will allow brands to build a truly engaged, and therefore valuable, community from this ‘opted in’ consumer group, developing new methodologies to secure the most value from this data.