Abstract:
On 25th of May 2019, the EU General data Protection Regulation – GDPR celebrates its first year! There is one year since the EU General Data Protection Regulation - GDPR has been enforced and started to impact the way companies used to address their clients and the ways they used to conceive their marketing strategies / activities. Therefore, in this paper, we intend to figure out how GDPR is perceived now by organizations and consumers, from a marketing point of view.
This article is part of a broader research that we started last year (2018) having in mind the idea of analysing the impact of GDPR on marketing activities, notably on Customer Relationship Management (CRM). At a first phase, we have run an exploratory research in which we interviewed 122 managers in order to understand the influences of the GDPR they perceive on their own businesses. The second phase consisted in a qualitative research aiming to extract a general feeling regarding the perceptions and attitudes of marketing specialists towards the expected effects of GDPR over their activities. For that purpose, we chose to run a sentimental analysis, using QDA Miner.
At this point, we intend to continue our research series by tackling the idea of comparative analysis in time and space. From secondary data (statista.com) we collected, interpreted and compared information regarding the opinions of marketers from different European countries. Another objective of the present article was to understand how customers’, marketers’ and organizations’ perceptions and attitudes changed after the first year of GDPR compliance.
