The reason? The LGPD deals with the collection, storage, processing and sharing of personal data, adding more protection and punishments if the rules are not followed.
Digital marketing deals directly with third-party data when Phone Number List capturing a lead, placing it on a list and nurturing it with content. All of this means that the way of dealing with this data has changed.
But don't despair! This does not mean that you will no longer be able to contact your potential customers, but you will definitely have to follow new rules…
First, let's understand what exactly the Law says and what changes it brings, and then we'll analyze what actually changed in the marketing area and how you can organize your processes in digital actions. Let's go?
What is LGPD?
In a simple and well summarized way, we can say that the General Data Protection Law came to give people greater control over their data, and greater privacy.
The Law establishes rules related to the collection, storage, treatment and sharing of data. This means more protection and punishment for those who break it, which is also a very positive fact that protects all users of the internet world.
LGPD is of immense importance and is already considered the Law with the greatest impact on companies since the creation of the Consumer Protection Code!
So when can my company use the data?
Philip Kotler says that marketing is the science and art of exploring, creating and delivering value to satisfy the needs of a target audience , always at a profit.
And for this reason, due to the advancement of information technology, this target audience is increasingly reached through pre-provided or captured personal data without people's consent.
The big question is: marketers will need to adapt to the LGPD, so their strategies for collecting data and attracting potential customers should be reviewed.
The digital medium has brought the possibility of collecting countless information about everything and everyone, but with the new law, this guarantees that the treatment of these assets can only be carried out with the consent of the data subject.