Despite marketers across the EU having GDPR on their radars as a cause for concern in 2018, Mike O’Brien correctly identifies that GDPR should be seen as a positive influence on marketers which provides several opportunities.
GDPR offers marketers the chance to rebuild trust with customers who associate marketers with the absuse of long email lists of non-opt-in data.
Most importantly, it’s a chance to revisit marketing databases refine the lists down to communicate with prospects who will engage with your content. It’s also a perfect opportunity to use Email Preference Centers to allow prospects to indicate which types of communications they want to receive from you.
In 2018, marketers will recognise that sending targeted communications to engaged prospects is a win-win for all parties.
Ending on a positive note
Whether you’re a juggernaut like Google, which has four data processing centers in Europe alone, or a marketer with data on a single person in Poland, the GDPR is applicable to you. And while it certainly presents significant obstacles, there is also a huge opportunity.