It is already a waste of money, because the technology to collect personal data omnichannel and to effectively control 1:1 marketing communication is already within reach of almost all companies and organizations. Data-driven marketing communication, personalized and with personal, relevant content over the right channel with the right message at the right time is already possible.
In my opinion, companies that engage in acquisition marketing are rightly concerned that (potential) customers will refuse to provide their personal data. Or that customers will be paid for providing their personal data ( data is the new currency ) via an identity provider such as Schluss or DigiD .
The Real Value of the GDPR
With the arrival of the GDPR, the one-sided acquisition model that the vast majority of companies still use to generate new business will come to a standstill. The proof of this can be found in Forrester's model of the generic customer journey , shown in the infographic below. It clearly shows that you will soon no longer be able to avoid the GDPR at any touchpoint or channel. But is that really such a disaster?
The GDPR forces organizations to clean up databases in a timely manner and to remove data that is not (or no longer) relevant. The result is a clean database that makes your marketing communication hong kong business email list more personal and relevant. And that saves on server power, time and money. Sustainable data management.
Customer-Company Ecosystem
Personally, I think the GDPR is a huge opportunity for a healthy customer-company ecosystem. It paves the way for a future in which companies and customers build a data relationship that benefits both parties. And that is essentially the definition of an ecosystem, as for example natuurinformatie.nl describes it:
An ecosystem includes everything that contributes to the maintenance of life within it.
And don't companies want to serve and retain their customers optimally?
The building blocks of a good data relationship
The GDPR is about trust, integrity and accountability. Three building blocks that form the basis of every healthy relationship. Good (legally anchored) agreements within the company and clear communication about this to consumers and customers will soon form the basis for deepening the (data) relationship between company and customer.