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The GDPR deadline is looming and only 15% of marketers are ready

Technology & Data

The GDPR deadline is looming and only 15% of marketers are ready


A Forrester survey has found that only 15% of Australian marketers are compliant with the GDPR coming into effect on 25 May.

Forrester has released a new report finding that only 15% of marketers are compliant with the General Data Protection Regulation (GDPR), and 18% are still assessing their options, despite the 25 May deadline quickly approaching. Forrester says that too many firms are underestimating the GDPR, advising that the requirements will affect more than just firms with headquarters in Europe, and all marketing firms should seek legal consultation to ensure their compliance.

According to Forrester’s surveys, the biggest challenge businesses are facing in preparation is ‘making sure our past/current data is in compliance with the GDPR’. Forrester says B2B marketers need to consider that some data gathered in the past may provide a basis for legitimate interest and thus not require fresh consent.  All the same, Forrester’s surveys found that 62% of respondents have a plan to recover consent from existing contacts from existing as necessary contacts under the GDPR, most firms are planning to use a re-engagement email campaign.

Quoted in Forrester’s report: “complying with the GDPR will drive better marketing. It’s all about delivering the right message to the right person at the right time” says Peter Bell, senior director of product marketing EMEA at Marketo. According to Forrester, the GDPR will ultimately encourage a culture of customer-obsessed marketing, and presents firms with the opportunity to improve their data governance and adapt to customer demands.

Marketing data quality of the past has been a ‘train wreck’ according to Forrester, a budget for GDPR readiness will equip marketers with the resources to clean up their databases. Additionally, marketing recipients will have needed to opt-in under the GDPR, Forrester says this presents a mandate for marketers to “execute true permission-based marketing”, to ensure communication is only with prospects who are genuinely interested.

Forrester conducted this study in January 2018 with surveys of 66 quality assured marketing professionals.


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Josh Loh

Josh Loh is assistant editor at MarketingMag.com.au

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