GDPR: From awareness to preparedness


With only months until GDPR comes into effect, the DMA – a UK trade association for the one-to-one marketing industry – asked marketers for their thoughts on the legislation and how they think it will affect their profession. So, how is the industry evolving? A positive sign is that individual awareness and preparedness for the new data laws has risen – 77% of respondents reported having good awareness and a further 74% felt prepared for GDPR. However, many lack faith in their organisation. Three in 10 think their organisations are unprepared.

As understanding of the GDPR deepens, marketers’ are realising the extent to which their organisation will be affected. Many marketers (64%) feel their organisation will be ‘very’ or ‘extremely’ affected by the new rules, with 65% also stating the GDPR will hinder marketing.

Despite this, marketers understand the value that GDPR has when it comes to their customers. One in four (39%) believe their ability to meet customers’ demands will improve after GDPR and over a third (34%) said the benefits would outweigh the cost.

New for this edition, we asked about the upcoming ePrivacy Regulation reforms. Surprising, three in 10 (28%) reported having no awareness at all. The biggest concerns for those who were aware were having to provide an opt-in for B2B marketing (31%), consent requirement for cookies (26%) and an opt-in for all telemarketing (25%).

Ultimately, marketers need to stay abreast of the latest rules and regulations – to be sure they’re in step with the legislative landscape and putting consumers first. Chris Combemale, CEO of the DMA Group, believes this is a watershed moment for organisations to put the customer at the heart of their organisation.

“We should use the new laws as a catalyst to transform the way we speak to customers, making every engagement human-centric. This will enable organisations to build trusted, authentic and transparent relationships with their customers.”

While the GDPR still presents some hurdles to organisations, many (60%) are getting on with practical challenge of preparing their organisation and most agree the GDPR is best for the UK overall. For those that don’t, many concede access to the ‘digital single marketing’ is necessary.

While implementing GDPR is a challenge, it is also an opportunity: To re-assess their offering to customers, putting them at the heart of their business. Leading the way in responsible marketing can bring a boom to business.