Òhe Omni-Channel Marketing After the Entry into Force of The General Data Protection Regulation

Atanaska Reshetkova ()
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Atanaska Reshetkova: "D. A. Tsenov" Academy of Economics

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2018, vol. 7, issue 1, 115-120

Abstract: This research paper is focused on the changes in omni-channel marketing practices resulting from the entry into force of the General Data Protection Regulation. The discussion starts with à clarification of the essence of omni-channel marketing. Then, the need for customer data in order to organize effective marketing campaigns is emphasized. Finally, the new rules regarding data collection and processing are shortly presented and their effects on the omni-channel marketing activities are discussed. It is concluded that GDPR creates a sense of greater security to customers, which has a positive effect on the omni-channel marketing activities. Despite the security concerns, customers are willing to share their data when they are given additional value.

Keywords: omni-channel marketing; marketing campaigns; GDPR (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vra:journl:v:7:y:2018:i:1:p:115-120

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