There’s a storm brewing in the digital world called GDPR. Although it is a law passed in Europe it affects businesses all over the world. Why? Well, digital equals global so if you’re posting digitally you need to follow this new privacy rule. The penalties are higher than POPI and 25 May 2018 marks its enforcement date.

What is GDPR? GDPR, or General Data Protection Regulation, is a new law brought in by the European Union (EU) which intends to strengthen and unify data protection for all individuals, whilst addressing the export of personal data outside the EU. The GDPR aims to give control back to citizens and residents over their personal data and to simplify the regulatory environment for international business by unifying regulations within the EU.

 

Noticed how Pinterest has a banner explaining that their Privacy Policy and Terms of Service are changing? The new European law? This is it. If your emails and Facebook ads look anything like mine, then you’ll know this is no laughing matter and a lot of people are getting a bit worried. Fear not! You know what doesn’t have a spam filter or must adhere to POPI or GDPR? Your mailbox. The way to get around this law is going old school.

Print marketing WORKS – have a look at the stats. In 2017, the Direct Marketing Association (DMA) analysed Bizo and Epsilon data. From this study, 60% of respondents said direct mail made a more lasting mental impression on them, making it easier to recall later on. 57% of respondents said that postcard marketing makes them feel more valued and creates a more authentic relationship. How many real estate companies do you know of just because of the paper magnets they leave on your gate or the calendars they drop off? I’ve got one hanging in my kitchen right now and guess what; when I bought my first house, when I buy my groceries…who am I kidding when I buy anything it’s not because of a spammy web banner or email that I instantly delete – it’s because I saw it in a magazine, I got a flyer in my post-box or I got a coupon from Sorbet that I’m trying to fill to get my free mani. Print marketing works, my life is a testament to that!

So, let’s not all start freaking out about email marketing and shift our focus to printing meaningful marketing that becomes a part of someone’s “everyday”. How about Woolworths creating a calendar of recipes with a new coupon every month? What about Total printing out a log book for customers to keep track of their mileage and fuel consumption? Become an integral part of your customer’s house, office or car and watch your sales soar.

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