Technological advances and digitalisation are concepts that have gained prominence in recent years, driving society towards digital transformation.
The Internet, a key element in this transformation, and the incorporation of all kinds of technological tools in people’s daily lives, have made users’ personal data accessible to anyone, generating a large amount of information and giving rise to the famous Big Data.
How does this transformation affect marketing?
The digital transformation has led to the birth of new professions and disciplines related to technology and new communications. And, in the Marketing sector, it has meant the birth of Digital Marketing.
Software, digital tools and the possibility of accessing the data of millions of users have turned Digital Marketing into a very powerful communication tool, which allows reaching new users on a massive scale.
The data stored on the Internet allows us to better understand the interests of these users, making it possible to design communication campaigns in line with their tastes and needs. Thus, consolidating customer relations and generating new business opportunities.
In order to protect users and ensure the correct use of this data, there is a legal framework that regulates not only the treatment of the information obtained, but also the privacy of this personal data and any type of commercial operation carried out on the Internet.
It should be noted that non-compliance with these regulations may result in a financial penalty for the company, so it is advisable to pay special attention to these types of regulations.
Main regulations to be taken into account in Digital Marketing
The main regulations, which any Digital Marketing strategy should comply with, are the Organic Law on Data Protection and the European Data Protection Regulation, which guarantee the rights of any user on the Internet
On the other hand, any individual or legal entity that carries out any type of economic activity on the Internet must comply with the Law on Information Society Services and Electronic Commerce.
The General Advertising Act and the Unfair Competition Act must also be taken into account. In relation to the cookies policy, it is established that any website that contains cookies must inform the user of this and obtain their express consent to allow the installation of these in their browser.
Digital Markets Act
It is worth highlighting the recent EU Digital Markets Act, which will be applied from 2 May 2023, and which aims to regulate digital platforms and competition in the sector, as well as to guarantee the protection of users’ rights against companies that dominate the digital and technological sector, controlling advertising practices that use personal data.
Implementing these regulations can seem daunting. But it is essential to ensure that any digital marketing strategy complies with each of these regulations, to avoid financial penalties, as mentioned above.
ChatGPT: AI applied to Digital Marketing
We cannot end this article without mentioning one of the latest technological developments. We are referring to ChatGPT which, without a doubt, can become a very useful tool, not only for Digital Marketing, but also for many other sectors, such as the Legal sector.
We are talking about ChatGPT, a chat system based on the Artificial Intelligence Language Model. This tool allows, among many other things, to write texts and answer questions in a coherent and accurate way thanks to the large amount of information it stores.
ChatGPT is currently in a testing phase. However, since its launch, it has proved to be a technological revolution and a demonstration of the possibilities that Artificial Intelligence can offer.
Digitalisation is contributing to the democratisation of new technologies and ChatGPT is a clear example of this. Accessing this new tool is very easy for anyone with a device with an Internet connection.
This is a great opportunity. However, these developments and democratisation increasingly facilitate access to hundreds of thousands of pieces of data. This demonstrates the need for legislation and a legal framework to protect users. Above all, their data in an increasingly connected world.