B2B marketers are more prepared than their B2C counterparts ahead of GDPR, but are less aware of the actual impact it will have on their business, according to findings from the DMA.
The research found that while B2B marketers are feeling more prepared (+4%) than their B2C counterparts in regards to the new data regulation, they’re less likely (-6%) to possess a detailed understanding of how GDPR will affect their company.
GDPR marketing consent
The General Data Protection Regulation (GDPR) comes into play 25 May 2018 across the EU, with businesses subject to crippling fines if they fail to fully comply: up to €20 million or 4% of annual global turnover, whichever is highest.
Interestingly, those working in B2B were the most vocal about wanting to relax the data laws, with 15% more B2B marketers wanting a ‘slightly less strict’ option for GDPR consent compared to B2C respondents.
GDPR implications for marketing
While the research showed that marketers from both disciplines are equally aware of ePrivacy, the potential for all B2B marketing activity to require opt-in gives B2B marketers more cause for concern, with 70% worried by the changes to opt-in laws.
Chris Combemale, CEO of the DMA Group, commented: “We should use the new laws as a catalyst to transform the way we speak to customers, making every engagement human-centric. This will enable organisations to build trusted, authentic and transparent relationships with their customers.”
What does GDPR mean for marketing?
While it’s irrefutable that GDPR will impact the way marketers do their jobs, B2B brands are finally waking up to the possibilities the new data regulation will bring, rather than the challenges: 71% believe it represents a unique opportunity to implement more creative campaigns.
Conversely, 65% still believe GDPR will act as a hindrance to their marketing activity, with 42% saying their business will be ‘very affected’ by the legislation.
