“The opportunity lies in finding the balance; how do you keep engaged users engaged, while not annoying those that want to hear from you, just less frequently? Change up your approach based on the data insights you can glean to encourage more engaged eyeballs. But of course, always use data that you have permission to access.
GDPR stipulates that companies gain consent from customers in order to capture their data. It’s not a death knell for targeted marketing. On the contrary, by taking control of your customer data to comply with GDPR, you can also empower your brand to deliver more effective marketing campaigns that result in greater engagement and more revenue.”