The Impact of the General Data Protection Regulation on the Design and Measurement of Marketing Activities: Introducing Permission Marketing and Tracking for Improved Marketing & CRM Compliance with Legal Requirements

Authors

  • Victoria-Anne Schweigert Karlsruhe Institute of Technology (KIT)
  • Andreas Geyer-Schulz Karlsruhe Institute of Technology (KIT)

DOI:

https://doi.org/10.33423/jmdc.v13i4.2352

Keywords:

Marketing Development, Competitiveness, General Data Protection Regulation, Advertising Tracking System, Permission Marketing, social media marketing, CRM campaigns

Abstract

It is important to design marketing and CRM campaigns in accordance with the customer’s requirements. A good way to collect information for the creation of a purposeful campaign is the usage of feedback and knowledge of previous campaigns. But the introduction of the GDPR 2016/679 in May 2018 makes the measurement of consumer behavior in a law-conforming way more challenging. This contribution discusses user behavior measurement methods which are compatible with the GDPR. It illustrates the impact of the new regulation on user communication in the context of email campaigns and of social media marketing in Facebook. We show that the implementation of Godin’s permission marketing approach is a blueprint for GDPR compatible marketing communication activities (Godin, 1999).

Downloads

Published

2019-11-25

How to Cite

Schweigert, V.-A., & Geyer-Schulz, A. (2019). The Impact of the General Data Protection Regulation on the Design and Measurement of Marketing Activities: Introducing Permission Marketing and Tracking for Improved Marketing & CRM Compliance with Legal Requirements. Journal of Marketing Development and Competitiveness, 13(4). https://doi.org/10.33423/jmdc.v13i4.2352

Issue

Vol. 13 No. 4 (2019)

Section

Articles

License

Please review our Copyright Notice.