July 12, 2018
If there’s one law on the tip of every marketer’s tongue, it’s GDPR. The General Data Privacy Regulation, which went into effect this May, is a requirement for any organization dealing with the data of citizens from the European Union. In essence, it empowers European Union citizens to control their data and puts strict limits on what data organizations can collect and how.
Similar regulations are popping up in the United States as well.
At its heart, GDPR is about engagement. It demands organizations to be proactive, earn their audience’s interest and to respect the time of today’s digital community. By doing so, organizations aren’t only coming into compliance with GDPR, they’re nurturing better pipeline, a better brand, and a quality one-to-one relationship that actually matters.
So how can an organization wrestle with GDPR? At a glance, GPDR looks like it’d hurt a company’s marketing and sales efforts. It could, theoretically, slash market-qualified leads and cut pipeline. But companies don’t have to take that perceived hit so long as they use the right tools to engage with relevant, interested audiences. What organizations need to do is stop interrupting and start engaging.
That’s where webinars and platforms like the ON24 Engagement Platform step in. With interactive, engaging webinars and events, companies can both affirm consent and confirm interest with European Union citizens. Moreover, organizations can maintain and expand on that interest through a variety of in-webinar widgets, such as Q&As, newsletter sign up and more. No other digital marketing tool gives you the opportunity to — in one event — interact with a nearly limitless audience with multiple touchpoints while both gaining GDPR-compliant consent and gauging interest through advanced analytics.
What’s more, with tools like ON24’s Gateway — an on-demand engagement hub for webinars, white papers and more — organizations can continue to drive that interest well after an event is over — allowing on-demand attendees to engage with a brand’s message on their own time.
Why does that matter? Simple: It puts your audience in the driver’s seat and allows them to interact with your brand and your content, on their terms. You no longer have to worry about if your messaging is spot-on because your audience will tell you through their interactions with you. You no longer have to worry if you’re GDPR-compliant with consent and legitimate interest, because your audience will confirm their interest through their interactions with you. ON24 helps you to put your audience in control — the way it should be.
Want to learn more about how webinars can be a powerful instrument in your GDPR toolkit? Join us on July 17 at 11 a.m. PST (2 p.m. EST) as our webinar guru, Mark Bornstein, explains the ins-and-outs of GDPR and where webinars fit in.