“How GDPR Will Transform Digital Marketing”
The European Union’s General Data Protection Regulation, or
GDPR, made a new set of regulations in order to protect consumers’ privacy and
give consumers control over how their data is collected and used. These regulations go into
effect on 5/25. Now, marketers need to secure permission for data-use
activities. But how this “permission” comes about is still in question. Perhaps
the normal consent consumers give to social platforms such as Facebook will not
constitute as “active consent” (as stated in the new GDPR rules) which the article goes
on to explain. Another part of the regulation
is giving the consumers the choice to review and erase data that corporation
currently have.
Digital media targeting has been pivotal in new marketing
efforts, and now the use of data for this targeting is going to be harder to
get in the EU. We’ll have to track how companies will respond to these new
regulations and if they will either find other ways of gaining consumer data or
use other methods for targeting.
This new era of transparency for consumers and corporations
is in theory very liberating, but advertisers in the EU will have a hard time
adjusting to this new environment, especially since this data collection was seemingly
unregulated until now. I can’t help but wonder if other countries will adopt
such regulation. Just more twists and turns in the digital marketing world…
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