Three strategies for dealing with post-GDPR disruption to digital marketing
GDPR compliance has been top priority for businesses ahead of the recent deadline – and rightly so. However, the majority of businesses have yet to realise that they could be facing further disruption to their digital marketing in the form of increased competition in the pay-per-click (PPC) markets.
There are a number of ways businesses generate new business leads online. These can be split into two categories:
- Affiliates, brokers, email and third-party databases;
- Direct marketing such as PPC, SEO and paid social media.
While most marketers will expect GDPR to affect the first category, in actual fact both could be affected in the coming months.