GDPR has led to a cultural split in businesses. A new report reveals that GDPR has produced two ‘tribes’: the legal-first and the marketing-first groups.
There’s the marketing-first group, in which senders have used the legislative changes around data to improve customer engagement, ensuring a level of efficiency in their marketing whilst they get closer to their customer.
On the other hand, there’s legal-first, which is the group of senders who have focused almost exclusively on the process and compliance aspects of GDPR, without considering the opportunity it presents.
For marketing-first senders GDPR provided an opportunity to refresh consent using a variety of engaging approaches, capturing consumer attention and imagination, while also achieving/maintaining compliance with the new requirements. Here are a few examples of brands who were highly successful in taking this approach.
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