“The General Data Protection Regulation (GDPR) is real. It’s coming and few are prepared for the impact. The new law (enforceable during 2018) clearly states that brands will need permission before sending emails, direct mail or calling prospective customers. Right across Europe, the broadly opt-out system for direct marketing consent will change to an opt-in rule.
Under these conditions, the logical way to get consent is to super-charge your content engine. More white papers, more webinars and more infographics. Those companies that do not already have a content engine will rush to jump on the bandwagon.
The result will be an avalanche of content that quickly reaches saturation point.” – Graham Smith, September 15th 2014
I guess you could say that the UK Marketer’s Guide to GDPR website is proof of Graham’s prediction. We are generating exposure by churning out content useful to the thousands of businesses who are grappling with these new laws.
Yet then again, knowledge is power. These laws are so vague and their restrictions so impracticable to implement that it is only by sharing this content, circulating the opinions of others and discussing our various interpretations that any of us will truly get to grips with these pivotal changes. Content saturation could well be a good thing…
That said, Graham’s article is a brilliant read, his insights are always fascinating and this piece continues that trend.