Opt-in–based marketing is more than just a GDPR problem

We’re less than a year away from the EU’s General Data Protection Regulation (GDPR) taking effect, and by most accounts, many brands aren’t ready for it. Marketers, in particular, need to be out in front of the changes required for compliance because it is their job that will arguably be upended most by the legislation. GDPR will redefine, and in some cases prohibit, the use of many of the most basic email and social-media marketing and customer communication tactics. No more tracking online behavior anonymously or conspicuously without consent. No more collecting and using demographic data without consent. No more using location without consent.