Why the General Data Protection Regulation is likely to disrupt core digital marketing channels in Europe

Abstract

This paper discusses the impact the General Data Protection Regulation (GDPR) will have on digital marketing for businesses within the European Union. It discusses the direct risks to e-mail marketing and using affiliates, brokers and joint-venture partners for new business acquisition. It argues that GDPR will have an indirect impact on all marketing channels as the reduction in new business, through the likes of e-mail marketing and affiliates, will lead to companies moving their marketing spend into other activities. This will increase competition among advertisers, pushing up costs in areas such as pay-per-click advertising. Finally, this paper offers two potential strategies to deal with the disruption that GDPR may cause, and help businesses get ahead of competitors, who are being reactive.