The End of Marketing as You Know It. Or Not!

Abstract

The paper aims to analyze and synthesize the effects of the General Data Protection Regulation (GDPR) on the marketing of organizations. Currently, information is essential in marketing, and as a result, marketing is increasingly seen as a data-driven activity. Marketers are aware of the changes that information technologies have brought in their activities, offering the opportunity to develop innovative and creative customer-oriented strategies. This type of strategy is based on a deep understanding of customer profile and customer behavior materialized in collecting, storing and analyzing customer data. Will GDPR change this? What will be the problems associated with this regulation? How will they adapt their marketing activities to the new regulations? In this article, we looked at various aspects of the answers to these questions. Based on the analysis of the experts’ opinions, we highlighted the changes companies will make to comply with the GDPR provisions.