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Brands told to use GDPR for commercial gain

 

General Data Protection Regulation (GDPR), which is set to be one of the biggest disruptions to privacy law in two decades, will offer canny brands the opportunity to differentiate themselves from less savvy competitors, according to lawyers and PR and marketing experts.

 

GDPR, which will come into effect in May 2018, will completely change how brands, agencies and adtech businesses are allowed to use consumers’ personal data and track online behaviour, potentially causing havoc with the data-driven marketing techniques many businesses currently employ. However, Debbie Zaman, MD of tech specialist PR company With PR, told audience members at this year’s Festival of Marketing that GDPR could improve the relationship between brands and consumers by opening up new levels of trust.

 

Brands told to use GDPR for commercial gain

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