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How to Survive and Thrive Under the GDPR: An Essential Guide for Marketers

Despite its name, the General Data Protection Regulation (GDPR) is not something that will be taken care of by the lawyers in the compliance department and the data security pros in IT. The GDPR – which takes effect May 25, 2018, and applies to every company that touches the personal data of people who live in the European Union (EU) – requires a company-wide and systematic response, ranging from senior executives and the board to HR, alliances, and front-line staff. In particular, however, the burden will be felt by those that have come to rely most heavily on the collection and processing of personal data – namely marketers and related customer engagement roles.

For marketers, the GDPR represents a genuine revolution, where freely collecting “data exhaust” is replaced by the need to get informed consent (or other forms of permission), and where the prevailing practice of acquiring the maximum possible amount of data is inverted into a regulatory requirement for “data minimization.”  The data processing restrictions introduced by the GDPR will incent marketers to fundamentally rethink and redesign their strategies, processes, and day-to-day activities. But as it disrupts business as usual, the GDPR also creates the opportunity for marketers to build new and better interactions with consumers and to nurture relationships built on trust, active engagement, and mutual benefit.

In this report, Tim Walters explores the most essential elements of the GDPR for marketers and shows how and why the winners in the post-GDPR era will not be firms that merely survive by avoiding non-compliance, but rather those that thrive in the new environment by seizing the opportunities for richer, deeper engagement with prospects and customers.

See DCG’s GDPR resource page for reports, blog posts, videos, and podcasts that describe issues, challenges, and opportunities.  Contact us with questions about how the GDPR impacts marketing, data, CRM, and translation practices.

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