Marketers suffer lack of training on GDPR - DMA report

Mark Johnson's picture

The Data & Marketing Association (DMA) has published its latest insights into marketers’ attitudes towards data privacy, from the effects of the Global Data Reporting Rules to what the future might hold for the industry.

According to the ‘Data Privacy: An Industry Perspective 2019’ report, in partnership with OneTrust PreferenceChoice, one in five (21%) marketers feel they have not received enough training to comply with the GDPR. 

While most (65%) feel they have had the right training on key data privacy issues, 25 May 2018 was only the start of the journey so ongoing training will be key.

Training gap 

The report also highlights that a fifth of marketers (20%) say their organisations are not implementing ongoing training plans, thereby putting their businesses at risk. 

While 80% of businesses have already implemented or intend to introduce training for their staff, the remainder still accounts for a large proportion of businesses that are not prioritising critical business areas like data privacy and staff learning & development.

“Although many marketers we surveyed recognise the importance of ongoing training programmes, it seems not all organisations are planning to deliver such programmes”, said Tim Bond, Head of Insight, Data & Marketing Association. 

“It’s vital that the implementation deadline is regarded as the starting point for enhancing data protection standards, and so ongoing learning is equally as important to ensure businesses remain compliant”.

Ian Evans, Managing Director – EMEA, OneTrust PreferenceChoice, added: “Compliance with global privacy laws is no longer simply a checklist, but an opportunity to make privacy a competitive differentiator. 

“As marketers revisit their GDPR compliance programs to prepare for new laws, including ePrivacy and the California Consumer Privacy Act (CCPA), it’s becoming more important than ever to create a harmonised approach to privacy compliance,”.

Relevant and practical

In addition, 18% of marketers say the GDPR expert they were trained with didn’t have the right experience in marketing, with almost one in ten (9%) saying their training hasn’t been practical enough to date.

“The key for brands is building trusted, authentic and transparent relationships with customers, always guaranteeing they are the businesses’ top priority”, Bond added. 

“This strategy already appears to be paying dividends for some, but the future success of our industry will be in making this the only solution for all organisations. 

“Not only must marketers continue to refresh their knowledge in data privacy and compliance, it is essential that they can bring practical benefits to the business and, most importantly, the customer.”

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