Why Marketers Don’t Have To Be Afraid Of The GDPR


It’s no secret that data is a fundamental driver of today’s marketing programs. It’s also clear that regulations such as the EU’s General Data Protection Regulation (GDPR) will have a significant impact on how marketers use and manage that data. While one would hope that marketing organizations have a clear understanding of that impact, a survey by my company in partnership with Demand Metric, conducted one month after the GDPR came into effect, shows this not to be the case, with nearly a quarter (22%) of marketers unaware of the recently enacted guidelines.

While this is a major concern, it also provides a learning opportunity. Based on our company’s survey, 2018 Data Privacy and GDPR, which collected responses online from 255 marketers, just 32% of marketers believed their companies were fully compliant of the GDPR regulations. Alarmingly, 80% reported they had concerns that their companies could be exposed to legal risks due to working with marketing technology vendors that may not be GDPR compliant. And with that, three-quarters of marketers also reported that their companies planned to invest further in technology to advance their data privacy efforts.

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