The impact of the GDPR on digital marketing: How to stay compliant while targeting effectively
8 January 2024
Effective as of May 25, 2018, the General Data Protection Regulation (GDPR) has had a major impact on how companies collect, store, and use the personal data of their customers and prospects. Although it is legally binding, it is still possible to leverage it for more relevant targeting. In this article, we’ll explore the impact of the GDPR on digital marketing through its key aspects.
Reminder of the GDPR’s objectives
The GDPR aims to strengthen the protection of personal data for citizens of the European Union. To comply with this regulation, businesses must obtain users’ explicit consent to collect, store, and use their personal data (email address, last name, first name, etc.). Its main objectives are:
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Give individuals greater control over their personal data.
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Encourage companies to be more transparent about how they collect and process data.
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Hold companies accountable by requiring them to implement appropriate security measures to protect data.
More responsive marketing thanks to the GDPR
The GDPR requires businesses to be more selective when collecting data, which results in more relevant and higher-quality information. Companies therefore gain a better understanding of their customers and can make more effective marketing decisions. By mastering data mapping and the processing of collected data, you can build higher-quality customer and prospect databases—allowing you to make more informed and more responsive decisions aligned with changing markets and customer preferences.
Better statistics for better targeting
The GDPR encourages companies to implement more transparent and targeted data collection processes. As a result, the statistics generated are more accurate and provide more useful insights for marketing targeting. Businesses can optimize their advertising campaigns, better understand customer behavior, and adjust their strategy accordingly.
Automation and personalization
GDPR compliance often requires setting up more sophisticated data management systems. This makes it easier to automate marketing processes, enabling greater campaign personalization. You can segment your audience based on specific data while still respecting privacy regulations.
More effective communication
The GDPR strengthens consumer trust. When customers know their data is handled responsibly, they are more likely to engage with a brand. Businesses that follow GDPR standards can therefore build stronger relationships with their audience. This leads to more effective communication and higher conversion rates.
Good to know
The GDPR imposes severe penalties for non-compliance. Fines can reach up to €20 million or 4% of a company’s annual global turnover—whichever amount is higher.
Conclusion
The GDPR has transformed digital marketing by strengthening individuals’ data protection. Companies that adapt and comply with the regulation can not only avoid penalties, but also benefit from many advantages—such as higher-quality data, better personalization, more effective communication, and a trusted relationship with their customers!