The EU data law proposals threaten the potential of digital marketing. The implications are far-reaching for CRM and digital tracking to deliver a unified customer journey.
Companies should sort out the permission they have over the next years, ahead of any law coming into force. Taking time to consider and collect permission for exactly what they have and need is good practise in any case. And that way they will be better prepared both mentally and legally to deal with any restrictions that emerge.
In the meantime, they should spend more time thinking about how context will inform more targeted messages. This will become increasingly important if we can’t recognise the customer. Here we should be looking at better research methods for tracking the detail of contextual consumer research.