The regulations are putting consumers back in the driving seat by giving them control over their data, and the marketing communications they receive as a result of sharing that data.
Interestingly, GDPR has led to a cultural split in businesses. Marketo published a report revealing that GDPR has produced two ‘tribes’.
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.
