Marketing Digital e a Proteção de Dados Pessoais: O Caso das Agências de Publicidade em Portugal

• Bouçanova, Cristiana ^[1] ; Reis, José Luís ^[1] ; Vieira, José Carvalho ^[1]
  1. [1] Instituto Universitario da Maia (ISMAI)
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 35, 2020, págs. 141-151
• Idioma: portugués
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• Resumen

  • The results of the analysis of the survey carried out with 27 advertising agencies located in Portugal on the impact of the GDPR on digital marketing, allowed us to conclude that these agencies are prepared to comply with the new regulations, with changes having been made within these organizations. The level of sanctions and fines and the impact assessment on data protection are considered the areas of the GDPR that have the most difficulties in relation to digital marketing strategies. Keywords: Advertising Agencies; GDPR; Digital Marketing; Privacy; Personal Data. 1. Várias sao as ferramentas digitais que podem ser utilizadas para atingir estes objetivos como é o caso dos Websites, do Marketing Analytics, das Redes Sociais, do Mobile Marketing, do Email Marketing, do Content Marketing e do Customer Relationship Management (CRM).