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DMA: B2B sector needs to pick up GDPR pace

11th April 2017 • Notebook

With a little more than a year to go until new data regulations comes into force, nearly a third (28%) of B2B marketers are still feeling unprepared, according to the DMA’s ‘GDPR and you, chapter two’ study.

DMA infographicOverall GDPR awareness is up, but B2B marketers are falling behind and underestimating the impact of the GDPR, with nearly a third (28%) still feeling unprepared – down just 2% from previously. Overall, marketers with ‘good’ GDPR awareness rose by 13% to two-thirds (66%) of the total. However, B2B marketers feel both the least ‘prepared’ and the most ‘unprepared’ for the GDPR.

A quarter of marketers (26%) believe their companies are still unprepared for the introduction of the EU General Data Protection Regulation (GDPR), with just over half (56%) reporting that they feel prepared and 5% believing it’s not their responsibility. In addition, just two-thirds (68%) of those asked said their business would be GDPR compliant in time for 2018, according to the second edition of the DMA’s ‘GDPR and you’ series of studies into the industry’s awareness and preparedness for the GDPR.

According to the research, over a third (37%) of marketers said profiling is one of their biggest concerns under GDPR, while half (50%) said it was legacy data. The runaway winner is consent, however, with 70% agreeing that it would change under the GDPR. The result of these concerns is that the biggest priority for business are ‘conducting impact assessments’ (42%), ‘giving data subjects greater control of their data’ (36%) and ‘revising your data policy’ (31%). ‘Auditing your data privacy policy’ on the other hand has dropped from 39% to 30% since June 2016.

Chris Combemale, CEO of the DMA group, commented: “May 2018 should be a date that is in every marketer’s diary, giving us around 16 months before the GDPR comes into force. It is concerning that only half of our industry feels their businesses are prepared for the new rules and not that many more believe they will be ready in time. The finish line for GDPR readiness is fixed and the risk to businesses of not being compliant is significant. Our advice is to continue preparations in earnest over the coming year. Not making it across the line in time is not an option.”

To find out more about the research or the latest range of GDPR-related advice, events, guides and training, visit the DMA’s website.

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