GDPR hits UK Car Industry Marketing
Car dealers in the UK are in the process of adapting to the GDPR era, as stronger regulations surrounding consents hits data-driven marketing campaigns.
⚠️ According to a research (The Drum report), email consents took a 10% drop (from 80% to 70%) in the final quarter of 2018, compared with data taken from the final three months of 2017.
? Data on mobile telephone numbers took an even sharper tumble, with consent rates falling from 73% to 53%.
? The findings suggest that dealers are still building leads that are not GDPR-friendly, but this comes despite inquiry numbers pushing up over the same periods, from 222,660 to 252,600.
❤️ But..email remains the most productive channel for converting sales inquiries.
Those coping best with the legislative transition are car dealers that work harder to make more attractive offers to consumers. Such businesses are far steadier reporting customer data capture and consent levels over the GDPR implementation period.
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