GDPR impact on Digital Marketing. Positive or Negative information ?

Abstract

This research measured the impact of the new regulation GDPR on digital marketing if it was positive or negative. More specifically, the new GDPR rules have transformed the way in which a digital campaign must be designed and are a challenge for every company active in various sectors, such as retail, industry, food/beverage, social media and others. The primary aim of the current research is to measure whether the application and adherence to GDPR affects the companies positively or negatively, and in any case, which are the overall impacts on a company’s ROI or Marketing Engagement. It has proven that GDPR is positively correlated with Customer Engagement and ROI, as GDPR has transformed customer experience to a whole new level. Moreover, it has been found that GDPR may have a positive impact on Digital Marketing, but these benefits are diverse among companies of different sizes.