Digital marketing regulations

• Author: Ramona-Mihaela Urziceanu - Valentina-Simona Pascalau
• Position: Agora University, No. 8 Tineretului, Oradea, Romania ramona.urziceanu@gmail.com - Agora University, No. 8 Tineretului, Oradea, Romania simona.pascalau@univagora.ro; valentina.pascalau73@e-uvt.ro
• Pages: 25-30

AGORA International Journal of Juridical Sciences, http://univagora.ro/jour/index.php/aijjs

ISSN 1843-570X, E-ISSN 2067-7677

No. 1 (2019), pp. 25- 30

25

DIGITAL MARKETING REGULATIONS

R.-M. URZICEANU, V.-S. PAŞCALU

RAMONA-MIHAELA URZICEANU

Agora University, No. 8 Tineretului, Oradea, Romania

ramona.urziceanu@gmail.com

VALENTINA-SIMONA PAŞCALU

Agora University, No. 8 Tineretului, Oradea, Romania

simona.pascalau@univagora.ro; valentina.pascalau73@e-uvt.ro

ABSTRACT

The General Data Protection Regulation (GDPR) is a European law which grants

rights regarding an individual’s personal data. Having been adopted in April 2016, its

enforcement became effective as of 25th May 2018.

This article aims to highlight who should do this, what exactly they should do and how

to do it. Learn about the scope of GDPR in digital marketing, the definition of a personal data

breach, the rights of data subjects, incident response under GDPR and more.

KEYWORDS: digital marketing, relational marketing, online advertising, consumer

rights, GDPR

INTRODUCTION

Over the last two decades, we have witnessed a true explosion of marketing r esearch

with regard to the impact of the Internet and of related technologies on consumers and on the

way in which markets oper ate. The increase in the level of knowledge held by consumers,

access to information, and instant communication are also factor s that result in an almost

total transparency of companies’ offerings at global level. The developments observed in the

marketing literature regard the emphasis placed on the analysis of internet surfing

behaviours nd the peculiarities of computer-mediated environments (CME) (MacInnis, 2011

1;

Yadav, 2010).2

The concept of “digital marketing” is different from the concept of “marketing”

(American Marketing Association), being considered not as a subcategory of classical

marketing, but a s a separate branch. There ar e four key interactions in the digital

environment: consumer-company interactions, company-consumer interactions, consumer-

consumer interactions, and company-company interactions (Yadav & Pavlou 2014)3. The

research of consumer-company interactions focuses on consumer behaviour in the context of

interacting with companies in the digital environment. Research on company-consumer

interactions focuses on the strategies a nd tactics of companies that interact with consumers in

the digital environment.

1 MacInnis , D. J. , (2011) , A Framework for Conceptual Contr ibutions in Mar keting , Journal of Marketing

2 Yadav M.S., (2010) , Mar keting in Computer-Mediated Environments: Research Synthesis and New Directions

, Journal of Marketing

3 Yadav, M.S., Pavlou, P.A. , (2014), Marketing in Computer-Mediated Environments: Research Synthesis and

New Directions , Journal of Marketing