engleski

GDPR –Impact of General Data Protection Regulation on Digital Marketing

The goal of the General Data Protection Regulation is the protection of personal data, primarily the right to privacy in the digital age and the Regulation will strongly influence the current modalities of using digital marketing. This study was carried out by the authors on 233 small and medium entrepreneurs in the Republic of Croatia on the use of marketing modalities and tools to collect data about targeted individuals. It has shown that through digital marketing, the companies collect not only the information about their consumers’ preferences, but their a priori goal is the concrete identification of an individual for the purpose of reducing the costs of marketing activities, directing customized communication to a targeted individual and creating a quick return on a marketing investment by raising sales – at the same time without any special sensitivity regarding the protection of the individual’s rights and their personal data. The goal of the paper is the identification of the most frequent methods and tactics of digital marketing and their non- compliance with the General Data Protection Regulation which comes into force at the end of May this year.

marketing, data protection, personal data

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