In May 2016, the official regulations of the EU General Data Protection Regulations directive were published in all official EU languages. This new directive was expected to have a major impact on how companies were legally allowed to handle the data of EU citizens, sending some businesses into a panic. Many of their systems were non-compliant, and failure to follow these new regulations could result in a fine of either €20 million, or 4% of the company’s worldwide annual revenue of the prior financial year, depending on what was greater.
Before GDPR came into effect, many expected an apocalyptic end for many industries that relied on access to personal data. For example, personal data is central to the marketing industry’s goal of understanding how customers interact with their content and platforms, and GDPR looked to take marketing back to the Stone Age. But now GDPR is here — and has it brought about the end of days that many expected?
Just like the people of Westeros thought dragons were dead, it turns out many of the expectations around GDPR were off the mark. GDPR has not ushered in a marketing apocalypse; rather, it has more clearly defined how marketers can operate.
Digital marketing has found a way to connect with users in a variety of online spaces. Log onto a news site and a pop up will appear from their latest advertiser. Check the score for the baseball game on your mobile and banners will entice you to buy their merchandise. An email will arrive in your inbox reminding you about the item you didn’t check out on your favourite online store. While this can help you reach a potential customer, the downside to this approach is online advertising “overload” — specifically how people are consciously or subconsciously filtering it out.
Let’s face it, most companies simply don’t have the budget to sustain a fully-functioning marketing department. Relatively, the telemarketing department is one of the first areas an organisation will look to downsize when the economy takes a dive or an important client opts to take its business elsewhere. This isn’t because telemarketing is considered deadweight or of little importance — an in-house B2B telemarketing team running at full capacity requires a great amount of resources, training and management time. For lack of a better term: Telemarketing is a beast!
So you’ve come around to the idea of telemarketing as a key B2B marketing strategy and invested the necessary resources. You’ve got a team of dedicated telemarketers working around the clock, calling anyone who might even remotely be interested in your product and pitching, pitching, pitching.