THE INFLUENCE OF GENERAL DATA PROTECTION REGULATION ON MARKETING ACTIVITIES IN BANKS

Opća uredba o zaštiti podataka (General Data Protection Regulation – GDPR) utječe na sve segmente poslovanja banaka, ali upravo najveći utjecaj očituje se na marketing banaka, u smislu odnosa s klijentima, korištenja digitalnih tehnologija i društvenih medija te upravljanje reputacijskim rizikom. S obzirom na striktnost same Uredbe, vezanu uz potencijalnu penalizaciju strana koje se ne pridržavaju odredbi Uredbe, za banke je od ključne važnosti da adekvatno primjenjuju Uredbu. Njena implementacija i primjena iziskuju ljudske i materijalne resurse, ali i prilagođavanje vlastitog poslovnog modela. Svrha je ovog rada primarno stručne prirode, a odnosi se na praktične aspekte implementacije odredbi Uredbe u bankarsko poslovanje, s posebnim naglaskom na marketinške aktivnosti. U prvom dijelu rada, uz uvodne postavke daje se i kratak pregled suvremenih marketinških trendova koji se koriste u bankarskom poslovanju. Drugi dio rada orijentiran je na iznošenje temeljnih pojmova i odrednica Opće uredbe o zaštiti podataka. U trećem dijelu rada tematizira se kako uskladiti poslovanje i marketinške aktivnosti na način da se zadovolje i regulatorne odredbe, ali i strateški ciljevi banaka. Na kraju rada prezentirani su zaključci i dan je popis literature.The General Data Protection Regulation (GDPR) introduction has influence on all segments of banking activities, but its highest impact is expected in banks\u27 marketing activities, primarily in terms of relationships with customers, the usage of digital technologies and social media and management of reputational risk. Having on mind the strict provisions of the Regulation related to potential penalization of parties that are not complied with its provisions, it is of key importance for banks to adequately apply the Regulation in its business activities. The implementation and the usage of the Regulation are requiring human and material resources, but also adaptation of banks’ existing business model. The primary aim of this professional paper is to give an overview of practical aspects of Regulations\u27 implementation into banks with special accentuation on marketing activities. First part of the paper is related to general theoretical and regulatory provisions of the Regulation. The second part is related to analysis of the influence the Regulation has on all segments of banking activities, while third part is oriented on marketing area and compliance of marketing and business activities by satisfying both regulatory provisions, but also banks\u27 strategic goals. Finally, conclusions are made and suggestions for future research are presented