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

Marcus Hemsley

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 2, 137-142

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.

Keywords: GDPR; digital marketing; affiliate marketing; PPC; SEO; disruption (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/3548/download/ (application/pdf)
https://hstalks.com/article/3548/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2018:v:6:i:2:p:137-142

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().