Sunday, May 19, 2024

    A quarter of marketers received no GDPR training prior to 25 May, warns DMA

    The DMA’s latest ‘GDPR and You – Chapter 5’ research infographic found that 27% of marketers received no training for GDPR prior to the deadline on May 25th.

    It is a concern that despite the complexities of GDPR compliance and its impact on how organisations communicate with customers, more than a quarter of marketers polled have had no specific training to date.

    One of the biggest priorities for marketers and their organisations when it comes to GDPR revolves around staff training – with a spike in the past six months in the percentage of marketers who feel they have received appropriate training for GDPR, up 21% from November 2017 to 54% in the latest survey.

    “The only way to professionalise the marketing industry is to arrive at a point where marketers are regularly trained in key skills required of a ‘modern marketer’ such as consumer data management, customer engagement, regulation compliance and accountability,” says Jane Cave, MD of the Institute of Direct and Digital Marketing (IDM). “GDPR compliance is an ongoing journey that didn’t end on May 25th – industry professionals must continue to learn and adapt as they get to grips with the new legislation. Therefore, ongoing training and support is essential for marketers and organisations to reap the rewards of GDPR. Only then will they develop innovative strategies to improve customer engagement.”

    34% felt that more training was needed and the majority agree (68%) that training will be integral to their organisation complying beyond the deadline.

    “GDPR is a fantastic opportunity for organisations to build consumer trust and highlight to their customers the benefits of sharing their data. Organisations should use it to build a culture within their business of putting the consumer first and improving their experience,” adds Chris Combemale, CEO of the DMA.

    GDPR and beyond – ePrivacy on the horizon

    The journey doesn’t end with the GDPR. The new ePrivacy regulation is on the horizon and so marketers must continue to develop their skills and compliance plans as they, and consumers, become more aware of their rights and responsibilities in a new era for data and marketing.

    The DMA’s latest research found that 74% of marketers were aware of the new changes related to ePrivacy – suggesting that a significant number still aren’t. The report goes onto discuss the biggest concerns marketers have related to ePrivacy, being B2B opt-in (34%), consent for cookies (26%), and telemarketing opt-in (24%).

    Cave adds: “The IDM offers a range of free guidance, accredited training courses and qualifications around the new regulations and related skills. We are in a fortunate position to make use of cutting-edge research and insights from the DMA’s 1000+ members to provide guidance in skills that are vital to the progression of the marketing industry.”

    For the latest range of GDPR and ePrivacy related advice, events, guides and training from the DMA, visit:


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