Advertisement

The End of Marketing as You Know It. Or Not!

  • Dorin C. Coita
  • Adela L. Popa
  • Teodora M. Tarcza
  • Naiana N. Ţarcă
  • Dinu V. Sasu
  • Remus Roşca
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

The paper aims to analyze and synthesize the effects of the General Data Protection Regulation (GDPR) on the marketing of organizations. Currently, information is essential in marketing, and as a result, marketing is increasingly seen as a data-driven activity. Marketers are aware of the changes that information technologies have brought in their activities, offering the opportunity to develop innovative and creative customer-oriented strategies. This type of strategy is based on a deep understanding of customer profile and customer behavior materialized in collecting, storing and analyzing customer data. Will GDPR change this? What will be the problems associated with this regulation? How will they adapt their marketing activities to the new regulations? In this article, we looked at various aspects of the answers to these questions. Based on the analysis of the experts’ opinions, we highlighted the changes companies will make to comply with the GDPR provisions.

Keywords

General data protection regulation GDPR Marketing Personal data 

References

  1. 1.
  2. 2.
    Garber J (2018) GDPR – compliance nightmare or business opportunity? Comput Fraud Secur 2018(6):14–15CrossRefGoogle Scholar
  3. 3.
    Schwartz PM, Solove D (2014) Reconciling personal information in the United States and European Union. Cal L Rev 102:877Google Scholar
  4. 4.
    Posadas D (2018) The internet of things: the GDRP and the Blockchain may be incompatible. J Internet Law 21(11):20–29Google Scholar
  5. 5.
    Tikkinen-Piri C, Rohunen A, Markkula J (2018) EU general data protection regulation: changes and implications for personal data collecting companies. Comput Law Secur Rev 34:134–153CrossRefGoogle Scholar
  6. 6.
    Krystlik J (2017) With GDPR, preparation is everything. Comput Fraud Secur 2017(6):5–8CrossRefGoogle Scholar
  7. 7.
    Kolah A, Foss B (2015) Unlocking the power of data under the new EU general data protection regulation. J Direct Data Digit Mark Pract 16:270–274CrossRefGoogle Scholar
  8. 8.
    Faitelson Y (2017) Yes, the GDPR will affect your U.S.-based business. https://www.forbes.com/sites/forbestechcouncil/2017/12/04/yes-the-gdpr-will-affect-your-u-s-based-business/#6d1281296ff2. Accessed 02 July 2018
  9. 9.
    IBM Study (2018) Majority of businesses view GDPR as opportunity to improve data privacy and security. http://newsroom.ibm.com/2018-05-16-IBM-Study-Majority-of-Businesses-View-GDPR-as-Opportunity-to-Improve-Data-Privacy-and-Security. Accessed 30 June 2018
  10. 10.
    Tankard C (2016) What the GDPR means for businesses. Netw Secur 2016(6):5–8CrossRefGoogle Scholar
  11. 11.
    Gilbert D (2017) Why GDPR is great news for marketers and will create a more efficient data economy. https://www.econsultancy.com/blog/69399-why-gdpr-is-great-news-for-marketers-and-will-create-a-more-efficient-data-economy
  12. 12.
    The Guardian (2018) LA Times among US-based news sites blocking EU users due to GDPR. https://www.theguardian.com/technology/2018/may/25/gdpr-us-based-news-websites-eu-internet-users-la-times
  13. 13.
    Weiss E (2018) How to convince customers to share data after GDPR. Harvard Business Review 2018. https://hbr.org/2018/05/how-to-convince-customers-to-share-data-after-gdpr
  14. 14.
  15. 15.
    Crane D (2018) Understanding GDPR: consent vs. legitimate interest and what it means for ABM. https://www.business2community.com/marketing/understanding-gdpr-consent-vs-legitimate-interest-means-abm-02037343
  16. 16.
  17. 17.
    Netigate.net GDPR: how will the new regulations affect your survey culture? https://www.netigate.net/articles/guide/gdpr-new-regulations-affect-survey-culture/
  18. 18.
    Renaud K, Shepherd L (2018) GDPR: its time has come. Netw Secur 2018(2):20CrossRefGoogle Scholar
  19. 19.
    European Commission (2018) The GDPR: new opportunities, new obligations. What every business needs to know about the EU’s general data protection regulation. https://ec.europa.eu/commission/sites/beta-political/files/data-protection-factsheet-sme-obligations_en.pdf
  20. 20.
    Kolah A, Foss B, Hickley M (2015) What should UK and US marketers do to prepare for the biggest threat to business continuity for a decade? J Direct Data Digit Mark Pract 17:86–92CrossRefGoogle Scholar
  21. 21.
    Mitchell A (2016) GDPR: evolutionary or revolutionary. J Direct Data Digit Mark Pract 17:217–221CrossRefGoogle Scholar
  22. 22.
    Poullet Y (2018) Is the general data protection regulation the solution? Comput Law Secur Rev 34:773–778CrossRefGoogle Scholar
  23. 23.
    Zarsky TZ (2016) Incompatible: the GDPR in the age of big data. Seton Hall L Rev 47:995Google Scholar
  24. 24.
    Benes R (2018) How GDPR is moving Ad budgets toward private marketplaces. https://www.emarketer.com/content/how-gdpr-is-moving-ad-budgets-toward-private-marketplaces
  25. 25.
    Benes R (2018) The GDPR is leading some publishers to shut off open exchanges. https://www.emarketer.com/content/the-gdpr-is-leading-some-publishers-to-shutoff-open-exchanges-3
  26. 26.
    Vizard S (2018) Despite GDPR, consumers still don’t understand how brands use their data. Marketing Week. https://www.marketingweek.com/2018/05/25/despite-gdpr-consumers-dont-understand-how-brands-use-data/?ct_5b3231a8572c6=5b3231a85737c
  27. 27.
    Tziogas C, Tsolakis N (2019) The dawn of GDPR: implications for the digital business landscape. In: Kavoura A, Kefallonitis E, Giovanis A (eds) International conference on strategic innovative marketing and tourism. SpringerGoogle Scholar
  28. 28.
    Ferrag MA, Leandros Maglaras L, Helge Janicke H (2019) Blockchain and its role in the internet of things. In: Kavoura A, Kefallonitis E, Giovanis A (eds) International conference on strategic innovative marketing and tourism. SpringerGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Dorin C. Coita
    • 1
  • Adela L. Popa
    • 1
  • Teodora M. Tarcza
    • 1
  • Naiana N. Ţarcă
    • 1
  • Dinu V. Sasu
    • 1
  • Remus Roşca
    • 1
  1. 1.University of OradeaOradeaRomania

Personalised recommendations