A recent survey conducted by the DMA, formerly the Direct Marketing Association, has revealed that barely a quarter of marketing staff were properly trained on General Data Protection Regulation legislation before it was introduced on May 25 this year.
This is despite the fact that the new European Union legislation governs pivotal aspects of marketing including compliance, communications and privacy. There is evidence that there were last-minute efforts to bring marketing staff up to date with the new regulations as the figures that answered they had received adequate GDPR training rose from 21% to 54% in the time period between this survey and the last one that was conducted six months previously.
In addition 34% of respondents answered that they were far from confident about issues in relation to GDPR. They also stated that they were open in calling for additional training in relation to the data protection legislation.
Managing Director of the Institute of Direct and Digital Marketing (IDM), Jane Cave commented on the inaction with marketing sector saying: “GDPR compliance is an ongoing journey that didn’t end on May 25th – industry professionals must continue to learn and adapt as they get to grips with the new legislation. Therefore, ongoing training and support is essential for marketers and organisations to reap the rewards of GDPR.”
She added: “The IDM offers a range of free guidance, accredited training courses and qualifications around the new regulations and related skills. We are in a fortunate position to make use of cutting-edge research and insights from the DMA’s 1000+ members to provide guidance in skills that are vital to the progression of the marketing industry.”
Chris Combemale, CEO of the DMA remarked on the results of the survey and the introduction of the new legislation saying: “GDPR is a fantastic opportunity for organisations to build consumer trust and highlight to their customers the benefits of sharing their data. Organisations should use it to build a culture within their business of putting the consumer first and improving their experience”.