According to research from the DMA Awards, 71% marketers believe that the new General Data Protection Regulation (GDPR) laws will be an opportunity for creative industries to find new ways to engage with potential customers.
The research, which surveyed 249 senior marketers, highlights how important it is to reach a balance between creativity and data: 84% think that data should be used to inform and not to replace creativity, whilst 74% believe that a machine can never replicate the creativity of a person.
57% also agreed that in an increasingly data-driven world, marketing without data shouldn’t be considered as marketing, but there was also concern among half (53%) of those surveyed that current marketers don’t have the right set of skills to succeed in a data-driven industry.
Meanwhile, the study also showed that Brexit could offer the opportunity for UK creative industries to showcase their potential and maintain our global leadership in the data-driven creative industry.
The majority of the surveyed marketers (83%) also stated that it is integral for the UK marketing industry to be seen as a hub for data-driven expertise and agreed that it is important to secure the free flow of data between the UK and the rest of Europe.
“As data-driven marketers, we are responsible for training the AI that will work on our behalf and ensuring that everyone understands the importance of the new data laws. The GDPR is a unique opportunity for business transformation and to forge new relationships with customers based on trust,” said Rachel Aldighieri, MD of the DMA.
“Those organisations that put creativity at the heart of a customer-centric approach, not simply viewing the new laws as simple a legal issue, will thrive in this new environment.”
Komal Helyer, head of marketing at Pure360 added: “Creativity, data and automation are not mutually exclusive and must all play a part in creating an engaged customer.”
“The changes in regulation offer all brands an opportunity to ensure their marketing teams are equipped with the right technology and skills to execute in real-time, using the perfect blend of creative ideas, the right data and automation technology.”
