New Ideas in Marketing
Essential news for marketers, summarised by YouGov

GDPR is an opportunity for marketers to improve customer experience design.

This comment piece argues that automatic opt-ins, inferred data and opaque user agreements not only risk breaching the regulations, they also make for poor user experiences.

Instead, customers should be allowed to take the lead through on-boarding processes, and marketers need to use good design to create trust so that they choose to share their data.

Doing so is a big opportunity for brands, but getting it wrong will have consequences with an increasingly data-aware public.

Read the original article

[4 minute read; article may be behind a paywall]

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