British car dealerships are having to adjust to a world in which they have less marketing data to drive new business as GDPR regulations eat into their freedom to operate, according to research conducted by Marketing Delivery.
Directly comparing data from the fourth quarter of 2017 with the final three months of 2018, after GDPR rules took effect, the survey found that email consent rates fell from 80 to 70%, a trend echoed in mobile number data, where consent rates plunged from 73 to 56%.
The figures show that dealers are increasingly capturing leads which cannot be used although enquiry volumes actually grew over the period from 222,660 to 252,600.
Jeremy Evans, managing director of Marketing Delivery, said: “While GDPR appears to have impacted the ability of some dealers to secure customer consent for future communications, data capture rates for email and mobile remain strong in the majority of cases.
“It’s down to dealers to sell the value of consent to their customers, by offering only the most useful, relevant and timely communications.”
Dealers stepping up to the plate with the most engaging offers were found to enjoy similar levels of customer data capture and consent as before the GDPR switch.
Adtech specialists Quantcast previously estimated that over 90% of users consent to GDPR requests after enabling no less than 1bn.
Privacy campaigners meanwhile are arguing that the Interactive Advertising Bureau Europe's (IAB) technical standards guiding programmatic advertisers are not even fit for purpose under GDPR.