Marketers find it difficult to source GDPR-compliant tech solutions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 17, 2022, 12:44 PM GMT+0

Visitor Analytics surveyed over 300 marketers to gather insights on GDPR’s impact on marketing.

With regulations like GDPR impacting the marketing function, 50% of marketers said that GDPR affected their everyday work. However, 70% of respondents think GDPR's influence on them will increase gradually, and 50% are certain about it.

The difficulty of sourcing compliant tech solutions and the possible fines related to legacy software were the two major concerns, according to 19% and 17% of marketers respectively. Other problems include retargeting (19%), the opt-in requirement (17%), and cookie banners (14%).

While 71% respondents believe they’re doing a "good-to-excellent job" of protecting customer data, 42% claimed they only knew "some things" about GDPR, and 19% knew nothing. Matt Sarson, Visitor Analytics, notes, “This clear knowledge gap is concrete evidence of the requirement for better and more digestible GDPR resources for marketers.”

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