AM’s GDPR conference will reveal Direct Marketing Association’s top 10 tips for marketing under the new EU regulations.

The event, which takes place at the Hilton Doubletree on February 22 will host Direct Marketing Association’s (DMA) external affairs manager Zach Thornton.

Thornton will focus on the most relevant elements of the legislation from a marketing perspective, and discuss how to ensure marketing policies and procedures remain compliant – while relying on consent and legitimate interest to maintain contacts.

He said: “Consent is one of six legal grounds that can be used to process personal data under the GDPR. The rules for electronic channels often require consent but for direct mail and for existing customers legitimate interests will be the preferred legal ground.

“Legitimate interests is a more flexible legal ground than consent, but this needs to be fully understood and parameters put in place so it is not abused or companies will risk a visit from the regulator, the Information Commissioner’s Office, which could result in some hefty fines if anything is amiss.

“Most importantly though are consumer attitudes to data and how companies communicate with them. It is all very well having procedures in place to undertake marketing in a compliant fashion but you need to fully understand consumer views on how their data is managed and used or you could find more and more people hitting the unsubscribe button.

“Changing attitudes to privacy need to be fully appreciated and procedures need to reflect the way consumers think. Consumer behaviour and their views on privacy are just as important as the legislation itself.”

Thornton will share DMA research which explores consumer attitudes to data and how these need to be integrated into a company’s data and communications strategy if companies are to succeed in keeping communication channels open.

Findings from the DMA’s survey undertaken in 2015 found 72% believe sharing data is very much a part of the modern economy, but crucially 90% wanted more control over the information organisations hold on them. Latest consumer insights from the DMA’s 2017/18 research, the third instalment addressing consumer attitudes to data and privacy, is due to be published in February 2018 and Thornton hopes the information will be ready for sharing at the conference.

Thornton said: “The key for consumers is the value exchange.

"Only 7% could see the value of sharing their data with an organisation and that’s where companies need to really concentrate their efforts so customers can see and experience the benefits to them as an individual of allowing their data to be used.”

Drawing on the expertise of compliance specialists, marketing gurus and data protection experts, this event tackles a host of questions on what is the biggest shake-up in data protection regulation in decades.

FIND OUT MORE: Dealers can book their place and find out more on the AM GDPR conference event page.