Privacy Rules Make Email And Other Digital Channels Less Effective, Study Finds (

Just about all digital marketing channels are less effective than they were a year ago, largely because of privacy regulations, judging by the State of B2C Conversational Marketing, a study released Thursday by Spectrm.

Of the B2C marketers polled, 90.75% have seen channels decline, including these:
Email marketing — 10.2%
Influencer marketing — 11.5%
SMS marketing — 10.2%
Social media marketing — 16.7%
Retargeting — 8.0%
Search advertising — 8.2%
Display advertising — 10.0%
SEO — 8.0%
Affiliate marketing — 7.7%
Skip: we’ve not seen any channels decline — 9.2%

One problem is privacy — 59% of marketers say that the issue and the regulations have caused channels to become less effective. And 41% said collecting zero-party data is more important than ever to them, while 29% disagree.
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