Our new website is live and we couldn’t be happier! Our talented team have been working extremely hard to reposition the Star Digital brand and produce a new website that demonstrates our creative web design and development skills and our digital marketing prowess.
We’re delighted to announce that we’ve been named as an eCommerce Developer of the Year finalist at this year’s Digital Entrepreneur awards – and as a Digital Commerce Agency, we couldn’t be happier! The Digital Entrepreneur celebrates the ‘cream of the crop’ in online entrepreneurialism, recognising digital innovation and excellence in our industry. Previous winners of the prestigious awards include online fashion giant, Missguided, leading mobile health app, Push Doctor, and the UK’s finest online whisky specialist, Master of Malt. Sponsored by UK Fast, the awards celebrate the ever-evolving digital landscape and recognises talent of those who work behind the scenes to continually push the boundaries in our industry. And our eCommerce developers do just that, every single day – amongst a lot of brioche eating! We’ve developed some pretty amazing eCommerce stores, including Bambino Mio, Cadman Fine Wines, BlueStar and more. But we’re not stopping there – we’re launching even more exciting webstores over the coming months, from the fashion, interiors, confectionery and construction sectors. These projects not only showcase stunning design and a seamless user experience, but also our ability to provide solutions to some pretty complex data requirements with ease. As a full service Digital Commerce Agency, we consistently strive for the best by implementing new ideas for e-commerce sites. We believe in giving the user an extraordinary experience, from the moment they enter the site all the way through to purchase. It’s because of this, that projects are rarely exclusive to one single department, with Marketing, Design & UX and Development all involved with the concept and design right from day one. “We’re absolutely thrilled to be nominated as an eCommerce Developer of the Year finalist. The entire team have worked incredibly hard and have developed some exceptional eCommerce projects that have delivered extraordinary growth for our clients” says Roger Martin, CEO at Star Digital. The awards will be held on Wednesday 8th November at the Plaisterers’ Hall in London, where the winners will be revealed. We’ll keep you posted!
Unless you’ve been hiding beneath a rock for the past 6 months, you’ve probably heard a lot of talk about the arrival of GDPR. But what exactly is the GDPR and how will the new legislation affect B2B marketers? Here’s the full lowdown on GDPR for B2B Marketers…
GDPR for B2B Marketers
What is GDPR?The General Data Protection Regulation, also known as ‘GDPR’ for short, is a piece of EU law that will be enforced across Europe to improve the rights of consumers and their personal data. The new regulation imposes laws around how organisations collect, process and secure the personal data of consumers. According the Information Commissioner’s Office (ICO), GDPR is about driving accountability within an organisation and building a company-wide “culture of privacy”. Elizabeth Denham, the information commissioner of the ICO, has said, “This is about more than legislative box-tick… accountability is at the centre of all this: of getting it right today, getting it right in May 2018, and getting it right beyond that”.
When will the GDPR drop in the UK?‘G-Day’ will be 25th May 2018. This is the day in which GDPR will be enforced across all EU member states. There will be no transitional period in which organisations can ‘bed the new rules in’. So, organisations will need to be fully compliant with the new legislation from day one, or face possible sanctions. Despite choosing to leave the EU, GDPR legislation comes into force before the date Britain will leave. Therefore, businesses will still need to comply. Plus, it’s likely that this legislation will remain in the UK for some time, before it’s replaced by domestic laws.
Who will be responsible for GDPR?The Information Commisioner’s Office (ICO) will be responsible for ensuring GDPR compliance across the UK. Fines could reach €20 million or up to 4% of global annual turnover, if an organisation is found to be in breach of the legislation. Plus, it’s not just the ICO that businesses should be aware of. Under the new rules, consumers will be able to claim compensation from data controllers or processors.
Under GDRP legislation, when can you lawfully process data?There are six legal grounds in which an organisation can process personal data. As set out by the ICO, these are as follows:
- The data subject has given consent.
- It’s necessary for the performance of a contract.
- It’s necessary for the controller to comply with a legal obligation
- It’s necessary to protect the vital interest of the data subject or other natural person.
- It’s necessary to perform a task in the public interest.
- It’s necessary for the purpose of the legitimate interest pursued by the controller or third party except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data.
- Who you are
- What you’ll do with the data
- How you will look after it
- Why you need it and for how long
- What the individual’s rights are
How will GDPR impact my existing email database?If you’re unable to prove consent for your existing email database, you’ll need to start re-engaging them now ahead of the 25th May 2018. Otherwise, you will have to purge those individuals where consent cannot be proved. The race is on, but here’s a couple of ideas to earn their permission (“consent”) to receive marketing communications from you in future:
- Offer users a special discount and ask them whether they would like to continue receiving special offers, news, etc. However, this shouldn’t be as a condition of using the discount, as “consent” wouldn’t be given freely in this case.
- Provide a useful whitepaper or e-book and again give them the choice to continue receiving marketing communications.
What about Direct Marketing?It’s not all bad news for marketers! Direct marketing is allowed under GDPR rules, as it is referred to as a legitimate interest. However, there must be relevance in the type of communication being received and the consent given. The GDPR says there should be a “relevant and appropriate” relationship between the data controller and subject. And it should be assessed whether the individual would “reasonably” expect their data to be processed at the time and context in which the data is collected”. So, if a customer has opted in to receive updates on when a product is coming back into stock, then yes, they absolutely would want to be notified when it arrives. Would they want to be bombarded with every new product in store? Probably not! For that, you’d expect them to give consent to a newsletter of some kind.
How should B2B Marketers prepare for GDPR?Here’s some ways in which your organisation should prepare for GDPR:
- Conduct internal audit on where all the personal data you hold is located and stored.
- Review data security and storage policies and procedures to ensure they are in line with the new GDPR regulations.
- Raise awareness of GDPR and begin internal training to ensure organisation-wide compliance.
- Speak to your technology providers and any third-party organisation that encounter your data. Understand how they’re processes and systems are adapting to the new legislation.
- Decide which legal ground(s) you intend to use personal data.
- Ensure your marketing team understand the implications of GDPR and are thinking about how to earn consent from their existing database and growing their database with the new laws around “consent”.
- Review privacy policies to ensure GDPR compliancy.
- Put in place systems and processes that capture and record “consent”.