Europe

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Heather Fletcher is senior content editor with Target Marketing.

Marketers were given an early Thanksgiving: a recognition by the Federal Trade Commission that “data” is indeed the fuel of the digital economy, and that most consumers are pragmatic toward how data, and data-driven marketing, finances the online content they rely upon and enjoy.

Tech stocks may tank today, largely due to Facebook’s below-expected-growth Q2 earnings report, and analysts are blaming the recent data debacle. Marketers who still don’t have a handle on data privacy may see this as a bellwether and get their houses in order.

In Q1 2018, marketers spent 30 percent more on search engine marketing in the E.U. — higher increases than search saw in the U.S. and the U.K. And the rates themselves may go higher as the audience shrinks with the General Data Protection Regulation (GDPR) in place.

GDP what? That question sums up the main problem American marketers are having with the European Union’s privacy regulations. They don’t understand it and many of them don’t even think it applies to them. But now, all — every single one — of the European Union’s citizens will be protected by General Data Protection Regulation (GDPR), whether they’re in Europe or not. And whether the businesses they patronize are in Europe or not. So we created a guide for marketers on GDPR compliance.

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