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ePR iri Kuputsa Kushambadzira… muEurope

GDPR yakaunzwa muna Chivabvu 2018 uye zvaive zvakanaka. Zvakanaka, ndiko kutambanudza. Denga harina kudonha munhu wese akafamba zvake. Vamwe zvakanyanya kusavhiringidzwa kupfuura vamwe. Sei? Nekuti yakavimbisa kupihwa pachena, yakananga, ine ruzivo, uye isina kujeka mvumo yakanga yava kudiwa kubva kumugari wekuEurope kambani isati yavatumira email. 

Zvakanaka…

Asi ngatimbodzokororai.

Hazvina kushambadza otomatiki hofori dzenyika, maHubSpots, maMarket, etc. havana kutiudza zvemukati ndimambo?

Kana iwe ukagadzira icho, uye ukachimisa icho, uye uchichisimudzira icho, ivo vanouya!

Gadzira shasha x10 zvemukati, gadzirisa, bhurogira nezvazvo uye tarisiro uchaiwana, kurodha pasi uye tarira iwe unenge uine yavo yekutaurirana uye iwe uchave unokwanisa kuvachengeta ivo vachishandisa otomatiki emaimendi macampaign ane chenjedzo akagadzirirwa kukuzivisa iwe kana ivo vari yakagadzirira kutenga (nekuti ivo vanove vari pawebhusaiti yako vachitarisa pazasi peiyo faneli zvemukati eg kesi zvidzidzo, demo vids nezvimwewo).

Kwete zvekare - kwete munyika yeB2C zvakadaro. Kana ivo vadzora iyo x10 shasha yezviri mukati, uye vosiya yavo yekudyidzana, ivo vanofanirwa kunongedza kabhokisi kadiki kanoti:

Ndiri kufara kuti iwe utumire email kwandiri nguva nenguva kutengesa uye kushambadzira mameseji.

Saka… ndiani achazosarudza kupinda mukutengesa nekutengesa mameseji? 

Uye nekudaro izvo zvechinyakare zvemukati / inbound / email kushambadzira inokwezva -kuregedza-padhuze kuteedzana iko zvino kwatyoka B2C kushambadzira.

Ipapo kwakauya ruzha rwekuseka kwakapera simba.

"Ruzha urwo chii?"Vakadaro vatengesi veB2C, misodzi yavo yakasviba kumeso vachitarisa-tarisa kutsvaga vanotambudza vane utsinye.

Yaiva ruzha rwevatengesi veB2B vachirova ngonono. 

Iwe unoona GDPR haina kuremadza kushambadzira kweemail B2B (iyo yagara iri tsika yakareruka). Iwe zvaungoda chete kuratidza kuti iwe une hwaro hwepamutemo hwekutonhora email kutaurirana. Inogona kunge iri mvumo. Asi zvinogona zvakare kuva… kufarira chaiko. Chero bedzi iwe uchigona:

… Ratidza mashandisiro aunoita data revanhu akaenzana, ane mashoma kuvanzika, uye vanhu havazoshamiswa kana kupokana nezvauri kuita…

Hofisi yeKomisheni yeRuzivo, Mitemo yakatenderedza bhizinesi kushambadzira bhizinesi, iyo GDPR uye PECR

Uye vatengesi veB2B vakaita uswa apo zuva raipenya.  

Haina kupenya kwenguva yakareba zvakadaro.

Mutemo wePrivacy

Iyo ePrivacy Regulation (ePR kwenguva pfupi) ichatsiva European ePrivacy Directive yazvino (iyo inodudzirwa nenzira dzakasiyana siyana EU nyika dzenhengo - muUK inozivikanwa se PECR).

The DMA yakashuma muna Chikunguru gore rapfuura iyo ePR yaizoda pachena kusarudza mukubvuma kune vose B2B email marketing.

U-o.

Hapasisina zvinyorwa. Hapasisina kurodha pasi mukutsinhana ruzivo rwekufonera. Mhoro B2B email kushambadzira. Izvi zvakakura. 

Semuenzaniso, ndinoshanda kuUK IT industry yakawanda chaizvo. Iyo IT chiteshi chakavakirwa pane email shots. Mazhinji maindasitiri eB2B ari. Nekukanganisa kwayo kwese, ichiri kupa zvinomanikidza Royi uye kune mazhinji emakambani madiki, ndiyo chete mhando yekushambadzira yavanofunga kuti vanogona kutenga (zvimwe pane izvozvo gare gare). 

Kune chero ani wenyu achifunga uyu mutemo unonzwika zvisingaite zvine hukasha uye B2B email kushambadzira ingangove yakanaka, zvakafanira zvakare kufunga nezve kukanganisa ePR ichave nekuki. 

Muna Kurume gore rino, chipangamazano akazvimirira kudare repamusoro soro reEU, Advocate General Szpunar, akaburitsa pfungwa pamakuki uye akataura kuti pre-ticked cookie mvumo bhokisi haina kuzadzisa mamiriro emvumo inoshanda sezvo mvumo yanga isingashande kana kupihwa pachena.

Mangani mawebhusaiti aunoshanyira nevanotemerwa kuki maboxer? Vazhinji vavo handiti?

Isu tiri kutarisa chaizvo ramangwana rausingakwanise kutumira vanhu email kumakambani (kunze kwekunge vabvuma) uye haugone kuronda vanhu pavanenge vari pawebhusaiti yako (kunze kwekunge vasarudza kupinda mumakuki). Iyo makuki chinhu chechiporofita ichi chave kuitika muUK: iyo ICO inodaro mvumo inodiwa kune zvisingakoshi makuki uye iwe wakazvifungidzira, analytics inowira muchikamu chisina kukosha (enda kune ICO webhusaiti - analytics inodzimwa nekusarudzika. mafemo ekutya). 

Zvokuita?

Iyo ePR yaifanirwa kusunungurwa pamwe chete neGDPR asi yakanonoka. Zvinotora nguva kugadzirisa mvumo muParamende yeEuropean uye hapana zuva rekuburitsa zviri pamutemo (mashoma mablogiki emutemo anoti pamwe kwete pamberi pa2021) asi iri kuuya uye pane yakakosha nguva diki yekugadzirira.

Kunyangwe iwe uchizviti iyo fanera kana flywheel, iyo yekare inopinda nzira inotaridzika kunge yakaputswa. 

Saka takabvunza shamwari yedu yekutengesa otomatiki zvekuita (iyo izwi neshoko email hurukuro inogona kuwanikwa pane yedu blog), asi TL: DR: kanganwa iyo yekurera, enda pasi penzvimbo, wakagadzirira kutenga inotungamira - ane hunyanzvi tarisiro.

Uye ini handina kukwanisa kubvuma zvimwe. 

Chinhu chakanaka ndechekuti, SEO (yakaitwa nenzira kwayo), ichiri kurarama uye kukava. Kutsvaga kweOrganic kuchiri kutora huwandu hwakawanda hwekudzvanya maringe neyakabhadharwa ads (heino iyo yazvino yekudzvanya data pane izvo) uye Google inoda kuti iwe uwane SEO chaiko uye yaita kuti zvive nyore kupfuura nakare kose vatungamiriri vakuru uye yakagadziridzwa vhezheni yeKutsvaga Console. 

Kutanga kufunga nezve zvinogona kuitika zvePRR pane rako bhizinesi. Iwe unovimba zvakadii kushambadziro yeemail? Yakawanda sei yako B2B dhatabhesi yasarudza kupinda? Unogona here kuvabvumirazve pamberi? Iwe unofanirwa kururamisa kushambadzira otomatiki kuedza kuti utarise pamusoro pekutengesa vatengi varipo pane kusimudzira vatsva? Uri kushanda nesimba pane yako yekutsvaga yekutsvaga? Uye zvakanyanya kukosha, chii chauri kuzoita izvozvi iwe unoda kuti vashandisi vabvumire kuteverwa pane yako saiti? Tora dzimwe nzira dzako dzakarongedzwa uye dzakagadzirira kunhonga usimbe, uyezve pese panotangwa ePR, mune chero chimiro chainozotora, hausi kuzosara uchinhonga zvidimbu.   

Luke Budka

Luke Budka director kuTopLine Comms, yedhijitari PR uye SEO agency.

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