In the post GDPR era inbound marketing has never had a clearer purpose. As many event businesses come to grips with the guidance and information pouring forth from the ICO office and the wide variety of advice on offer from so many experts proffering their take on the subject, there is still a need for marketers to generate sales leads for the sales team without being in breach of the GDPR.

Marketers are a forward looking lot, and will always have a steady eye on the future to steal a competitive advantage over their peers. Of course, the future offers many marvels; digital communications technology seems to have irrevocably changed marketing practice, offering the kind of detail and insight that would have been inconceivable 30 years ago without very expensive market research exercises.

Everyone in the events industry who we met last week, at Event Tech Live in The Old Truman Brewery, stopped to speak to us about GDPR. Not just because it was written in massive type on the back of the stand, but because these four letters are causing anxiety and concerns that need to be addressed.