{"id":207,"date":"2021-10-07T15:46:40","date_gmt":"2021-10-07T18:46:40","guid":{"rendered":"https:\/\/idonea.com.br\/blog\/?p=207"},"modified":"2021-10-08T15:30:10","modified_gmt":"2021-10-08T18:30:10","slug":"lgpd-impacto-no-marketing","status":"publish","type":"post","link":"https:\/\/idonea.com.br\/blog\/lgpd-impacto-no-marketing\/","title":{"rendered":"LGPD e seu impacto no marketing de sua empresa."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Sua empresa est\u00e1 se adaptando \u00e0s mudan\u00e7as exigidas pela LGPD no marketing digital?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Lei Geral de Prote\u00e7\u00e3o de Dados Pessoais (LGPD) brasileira est\u00e1 em vigor desde setembro de 2020 e as empresas t\u00eam um prazo limitado para se adequarem \u00e0s mudan\u00e7as na legisla\u00e7\u00e3o. Caso a empresa n\u00e3o cumpra aos requisitos impostos pela lei at\u00e9 o prazo limite, poder\u00e1 receber multas milion\u00e1rias.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neste momento \u00e9 muito importante que os gestores adaptem suas a\u00e7\u00f5es para estarem de acordo com os termos da LGPD. \u00c9 evidente que o marketing digital ser\u00e1 uma das \u00e1reas mais afetadas, isso porque as campanhas digitais e os dados s\u00e3o insepar\u00e1veis.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os dados de um usu\u00e1rio podem ser capturados simplesmente ao acessar um website, ao abrir um e-mail marketing ou ao preencher um formul\u00e1rio. Essa nova lei exige uma aten\u00e7\u00e3o extra com o uso desses dados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Quais empresas devem se adequar \u00e0 LGPD?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Lei Geral de Prote\u00e7\u00e3o de Dados Pessoais se aplica a todas as empresas que utilizam dados pessoais de cidad\u00e3os brasileiros. Isso significa que n\u00e3o importa o porte da empresa ou sua localiza\u00e7\u00e3o f\u00edsica. Esta lei abrange desde uma pequena empresa de varejo at\u00e9 grandes multinacionais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Quais s\u00e3o os dados que a LGPD regula?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Antes de tudo \u00e9 importante que esteja claro que a LGPD regula o tratamento de dados de pessoas f\u00edsicas e, portanto, n\u00e3o afeta a coleta de dados de empresas. A LGPD defini os dados em duas categorias:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2022 Dados pessoais:<\/strong>&nbsp;qualquer dado que possa identificar uma pessoa ou influenci\u00e1-la a tomar uma decis\u00e3o de entrar em contato ou comprar um produto ou servi\u00e7o. Exemplos comuns s\u00e3o RG, CPF e e-mail, por\u00e9m essa defini\u00e7\u00e3o de dados pessoais tamb\u00e9m abrange cookies de localiza\u00e7\u00e3o ou c\u00f3digos \u201crastreadores\u201d, como o Pixel do Facebook, o Analytics do Google, o Insight Tag do LinkedIn ou qualquer outro cookie utilizado em websites ou aplicativos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2022 Dados pessoais sens\u00edveis:<\/strong>&nbsp;s\u00e3o dados pessoais relativos a origem racial ou \u00e9tnica, religiosidade, opini\u00e3o pol\u00edtica, filia\u00e7\u00e3o a sindicato ou a organiza\u00e7\u00e3o de car\u00e1ter religioso, filos\u00f3fico ou pol\u00edtico, dado referente \u00e0 sa\u00fade, sexualidade, dado gen\u00e9tico ou biom\u00e9trico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Como adequar o marketing digital da sua empresa \u00e0 LGPD?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para adequar o marketing digital \u00e0s exig\u00eancias da LGPD \u00e9 importante que o usu\u00e1rio seja informado e aceite fornecer seus dados. Em termos mais pr\u00e1ticos, ser\u00e1 preciso que o usu\u00e1rio seja avisado e autorize.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para estar de acordo com os requisitos da LGPD a empresa deve atender alguns princ\u00edpios na coleta e tratamento dos dados como:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2022 Finalidade:<\/strong>&nbsp;o usu\u00e1rio precisa ser informado sobre como seus dados ser\u00e3o utilizados. Al\u00e9m disso, a empresa precisa de uma justificativa clara para a coleta dos dados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2022 Adequa\u00e7\u00e3o:<\/strong>&nbsp;os dados devem ser utilizados somente para os fins que foram informados ao usu\u00e1rio. Por exemplo, caso o usu\u00e1rio se inscreva com um e-mail para comprar um produto e n\u00e3o autorizou o envio de ofertas para seu e-mail, a empresa n\u00e3o poder\u00e1 realizar esta a\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2022 Necessidade:<\/strong>&nbsp;a empresa deve coletar somente os dados necess\u00e1rios para a finalidade informada.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Inbound Marketing como alternativa \u00e0 LGPD.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Com todas essas mudan\u00e7as, pr\u00e1ticas antigas se tornam invi\u00e1veis. As empresas precisam ter cuidado como usam os dados coletados. Por\u00e9m, existem pr\u00e1ticas de marketing digital que s\u00e3o adequadas e ganham for\u00e7a com a LGPD, uma delas \u00e9 o inbound marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O inbound marketing \u00e9 uma t\u00e9cnica de publicidade que consiste em atrair os usu\u00e1rios de forma espont\u00e2nea, por isso \u00e9 adequado a LGPD. \u00c9 muito mais f\u00e1cil obter o consentimento do usu\u00e1rio quando ele est\u00e1 interessado no que sua empresa comunica.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os consumidores j\u00e1 v\u00eam demonstrando que preferem uma comunica\u00e7\u00e3o menos invasiva e a LGPD concretiza essa tend\u00eancia. Isso mostra que as adequa\u00e7\u00f5es t\u00e9cnicas para cumprir a LGPD n\u00e3o s\u00e3o a parte mais complexa da adapta\u00e7\u00e3o e sim a flexibiliza\u00e7\u00e3o da estrat\u00e9gia de marketing digital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Contrate uma empresa preparada para adequar seu marketing digital!<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adequar o marketing digital de uma empresa para estar em conformidade \u00e0 LGPD pode ser uma tarefa complexa, diversos fatores t\u00e9cnicos e estrat\u00e9gicos comp\u00f5em uma \u201cmigra\u00e7\u00e3o\u201d bem-sucedida. Por isso, \u00e9 recomendado que procurem ajuda de uma empresa capacitada, que tenha conhecimentos sobre as exig\u00eancias da nova lei e experi\u00eancia em tratamento de dados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Conte com a Id\u00f4nea Comunica\u00e7\u00e3o! Uma ag\u00eancia de publicidade com mais de 10 anos de experi\u00eancia que est\u00e1 pronta para ajud\u00e1-lo a adaptar o marketing digital de sua empresa \u00e0 LGPD de forma \u00e1gil e segura.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Entre em&nbsp;<a href=\"https:\/\/idonea.com.br\/contato-agencia-publicidade-marketing.html\">contato<\/a>&nbsp;conosco, vamos conversar sobre o futuro do marketing da sua empresa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sua empresa est\u00e1 se adaptando \u00e0s mudan\u00e7as exigidas pela LGPD no marketing digital? A Lei Geral de Prote\u00e7\u00e3o de Dados Pessoais (LGPD) brasileira est\u00e1 em vigor desde setembro de 2020 e as empresas t\u00eam um prazo limitado para se adequarem \u00e0s mudan\u00e7as na legisla\u00e7\u00e3o. Caso a empresa n\u00e3o cumpra aos requisitos impostos pela lei at\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":208,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-websites"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LGPD e seu impacto no marketing | Id\u00f4nea Comunica\u00e7\u00e3o<\/title>\n<meta name=\"description\" content=\"Como a LGPD impactar\u00e1 no marketing digital de sua empresa.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/idonea.com.br\/blog\/lgpd-impacto-no-marketing\/\" \/>\n<meta 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