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.
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