I have written a number of times about the impact of GDPR on marketing in the CTRM space. However, it has become very clear to me that ingenuity knows no bounds and the software vendors and service providers have adapted to the decimation of their email lists and the difficulties involved in putting out GDPR compliant campaigns. We too have had to shift our strategies a bit and responses to things like surveys are down – primarily because promoting them is now harder and they too are impacted by GDPR and privacy issues – just take a look at our 2018 Vendor Perception Survey to see that the first question is purely about privacy and GDPR. Despite that, we are getting a good response but if you use or recommend CTRM or related software, please do respond to this survey before the end of September as we will wrap it up at that point. You can find it here.
I have watched with interest how many providers now utilize the Linkedin platform. However, it isn’t just a rash of new posts direct from their website but rather thought leadership and informative posts that are being used. As examples, I will cite the Allegro mini e-book campaign entitled Five Myths of CTRM. I note other vendors such as OLF, Aspect and Contigo – who conducted mini polls and delivered white papers and reports to back them up, as additional good examples. Many more are posting articles, news and information from around the internet. I can’t help but think this is a good thing – after all, it means that information is being disseminated about the space and that can only be good for everyone.
CTRMCenter has also gained in popularity. Our traffic is growing steadily but has grown particularly since GDPR came in as we are a good source of news, information, thought leadership and offer an vendor-agnostic view of the market. In particular, our regular podcast – CTRMRadio – seems to have captured an audience as the latest has already had almost as many listens as some of the earlier ones but in a fraction of the time. There is also growing interest in providing webinars and other online events to get the message out – in fact, we will be delivering a data management webinar with Drillinginfo in early October – as an example. (Details here)
Overall, it does seem that the demise of the email campaign may have produced a new type of marketing – one that perhaps is actually more useful and informative?