In early 2018, GDPR, the European Union’s data privacy regulation, went into effect, fundamentally changing how marketers approach European Union audiences both in the region and abroad. The fundamental change is this: marketers must market based on interest and intent, rather than spamming audiences with the same old invasive tactics, or face hefty fines.
GDPR is a direct response to spam, spam phone calls, aggressive social media ads and other tactics where marketers blast messages without bothering to learn what target audiences actually want to hear. It’s a law forcing marketers to do what they should’ve been doing in the first place: evolving the customer experience — from lead to prospect to advocacy — to match with the expectations of modern audiences.
Marketers need to take a step back to learn what audiences want to actually hear. To get this critical information and act on it, marketers need to provide permission-based interactive, unique experiences at each touchpoint of the buyer’s journey. A robust webinar ecosystem can help manage each aspect while gathering the data needed to improve the buyer’s journey.