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Data protection

The European legislation which most frightens on-line marketers - especially of the American variety - is data protection. They find distressing the notion that the consumer's personal data should belong to the consumer. They are making a mistake. Following data protection legislation could be a good marketing tactic.

What

Data protection, simply states that:

1. You must get the consumer's permission before collecting data.

2. You must explain to the consumer what you will do with her data, with whom you will share it and where you might send it (particularly if you might send data to a country which has no data protection legislation).

3. You must inform the consumer how long you will keep her data.

4. You must allow the consumer access to her data.

5. You must allow the consumer to change her data if it is incorrect.

How

Data protection doesn't get specific about the means of getting permission. But it is assumed that a "click-to-agree" button is sufficient.

I recommend that whenever a consumer must fill out an on-line form on your web site, she can see details about what you will do with her data and that it is clear she is agreeing to your terms when she clicks the submit button at the end of the form.

In addition, you should have a separate privacy policy page that makes it clear what you will do with the customer's data. This allows those who are particularly concerned about their privacy quickly to see how much you will respect that privacy.

Of course, you should also make it clear how the consumer benefits by giving you data. Specially tailored products, newsletters or freebies can be given to consumers in exchange for their data.

Benefits

Before you get worked up about the hassle of data protection, it is worth bearing in mind that more than half of Europeans and Americans do not trust e-commerce. By being transparent and honest about the information you will collect from consumers and what you will do with that information, you are inspiring trust from prospective customers. And if customers trust you, they are all the more likely to buy from you.

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