In an op-ed for Adweek, Emory University Goizueta Business School Professor of Marketing David Schweidel explains why privacy regulations may be beneficial for marketers. Laws such as the EU General Data Protection Regulation and the California Consumer Privacy Act should make marketers more deliberate in their data collection practices in order to avoid enforcement penalties, Schweidel writes. He adds that narrowed data collection could lead to stronger relationships between marketers and those who opt in to such services. “These consumers have sent a clear signal to the marketers with which they elect to share their data,” Schweidel writes. “While marketers may have relied on a ‘spray and pray’ approach to reaching consumers and maintaining relationships in the past, privacy regulations will push them to instead focus on building meaningful relationships with a smaller set of consumers.” (Registration may be required to access this story.)
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