5 Different Ways GDPR Will Completely Change Digital Marketing

With the entrance of GDPR, the digital marketing world is on the cliff of this dramatic transformation. With this, brands will have to fall in line with EU regulation that regulates the use of EU citizen data. The way to GDPR compliance is potentially relentless. Marketers will also start feeling the impact of GDPR in the coming days.

Online marketers need to pay attention to article 4 of GDPR that says how user consent for personal data must be given.

Let us view some of the most common areas of digital marketing that will be impacted by GDPR:

Inbound lead generation

Inbound marketing is a largest and most important activity involved in digital marketing. GDPR is here to regulate it like never before.

GDPR is definitely going to impact marketer’s lead generation strategy. To expand the marketing database organically, businesses will require permission from their prospective clients. In the case of lead generation, the requirement is only to gain permission from individuals and inform them that you are making use of their personal data.

Lead capture forms will now be taken control under new regulations for any visitors who reside in the EU. The method of capturing leads does not matter. You just need to follow the rules.

Consent management

Marketers will also need to look for a way to manage user consent since it is not as easy as it sounds. Consent management allows handling all the consent requirements. Organizations must be able to prove that a user has chosen to opt-in to any of the communication. Under this regulation, marketers are able to send emails to the user, until and unless the user has selected the option to opt-out of emails at the time of purchase.

Compliance with Third Party

For many marketing firms, marketing tech providers offer a large part of the data ecosystem. Therefore, it is important for marketers to ensure that the suppliers are compliant Third party providers should only offer data that is necessary or falls under legitimate interest.

Data capture fields and forms

With opt-in becoming a necessity, marketers need to ensure any kind of on-site forms is made compliant. Opt-in forms should be deployed and hosted in a way that it complies with GDPR.


Under the “right to be forgotten”, everybody has the right to opt-out. This might affect the way businesses manage their CRM since all the personal information would have to be deleted. It is also worth checking that data can be removed from all the related databases and platforms.

Online Re-targeting

Re-targeting customers with Facebook or Google Ads has increasingly acquired a pull in the space of online marketing. It is most common advertising practice, however, with GDPR, marketers need to be a little careful with re-targeting strategies.

With re-targeting, marketers will try to offer relevant advertising to visitors to its website. If data subjects do not offer explicit permission, then retargeting can be used in a generic way without profiling.

Ending notes!

GDPR will bring a drastic change in the way companies operating in EU handle personal data. Fine of up to €20 million is applicable if you fail to comply. This is the reason it is important to seek advice from a lawyer to identify what is or what is not a legal requirement for your business.

GDPR has not been developed to stop businesses from communicating with their clients. GDPR will lead to an increase in the quality of data. This is the reason the most resourceful marketers are viewing it as a greater opportunity to delve deeper into the needs of prospects.

This new regulation will also act as a huge opportunity for companies to secure a competitive advantage in digital marketing. This is true especially in context to moment and macro data. Companies ignoring the GDPR risk will lose out to more proactive competitors. Therefore, firms need to prepare themselves to comply with GDPR regulations and start fine-tuning the customer journey to take advantage of the new influx of data.

By improving data processing, you will attract more valuable clients and guide them through personalized customer journeys. So, GDPR is a great news for marketers and contributes to data protection, trust, and proven value via best practices and transparency.

Author Bio:

Tom Hardy has hands-on experience as a digital marketing consultant. He currently works at Sparx IT Solutions: GDPR Compliance Services Provider and offers exceptional website auditing services to prepare a business for GDPR readiness. Also, he writes informative blogs to let users know how much it is important to comply with GDPR for websites to get better data security.


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