GDPR - Den digitala marknadsföringens motståndare? : En kvalitativ studie som undersöker hur företag som arbetar med digital marknadsföring påverkas av GDPR-lagen

Sammanfattning: The General Data Protection Regulation (GDPR) is the name of the new data protection regulation applicable to all member of EU, which will enure May 25th 2018. The law means that companies need to review their personal data usage in order to adapt to the requirements set by GDPR. Organizations working with digital marketing have long used individuals' personal data to adapt advertising to the customers of the company. Therefore, the purpose of the study is to explain how companies involved in digital marketing are affected by the enuring of the new data protection regulation. The essay was based on information on the strategy for digital marketing, personal information and CRM systems in different formats. The survey has also been based on a change table that describes some of the requirements that comes with GDPR. The starting point of the study is a qualitative approach, where the method of data collection consisted of semistructured interviews. The interviews have been conducted with five respondents who in one way or another have insight into the forthcoming law.  This survey has answered the research question "How are companies involved in digital marketing affected by the GDPR-law? ”. All respondents had a serious approach to the law, where the conclusion showed that companies working with digital marketing in one way or another would be affected by GDPR. This depends on their way of working. The impact of the GDPR also provided positive aspects regarding the creation of long-term relationships between companies and their customers.