The majority of UK marketers are feeling positive about the impact of the incoming General Data Protection Regulation (GDPR), a new study has revealed.

According to research by Ensighten, two-thirds of those polled view the GDPR as a strategic opportunity.

Meanwhile, three-quarters are confident it will lead to their approach to customer interaction and engagement being modernised.

Furthermore, almost seven in ten believe the GDPR will lead to them harnessing big data more effectively.

Ian Woolley, Chief Revenue Officer at Ensighten, commented: “As GDPR forces brands to re-approach how they interact with consumers, it will create a whole new meaning to the idea of the value exchange, ushering in an era of transparency that will change our industry for the better.”

Mr Woolley noted that the combination of growing digital marketing complexity and “sweeping” regulatory change means the landscape for marketers is becoming increasingly “challenging”.

However, he said using tools that simplify GDPR compliance and governance will enable marketers to “focus resources on future-proofing their strategies”, as well as providing “flawless” digital experiences to customers.

Despite this optimism, the findings indicated that many marketers are still some way off being GDPR compliant.

Some 42 per cent of brand websites are falling below its standards, while just 28 per cent of marketers expect theirs to adhere to the rules by the May 25th deadline.

Furthermore, the sense that GDPR might present strategic opportunities was not enough to stop three-quarters admitting that it would pose a challenge to their business.

Two-thirds of respondents raised concerns that it could stifle creativity, while nearly six in ten were worried that it would force them to spend large sums on replacing existing technology and services.

In addition, half of those polled said they believe the legislation is unclear, and the same proportion said there is not enough clarity about who is responsible for internal enforcement of GDPR.

A lack of understanding could also be a potential problem, as 48 per cent of marketers said they do not think their teams completely understand the implications of the new rules.

This may explain why 22 per cent have chosen to appoint a dedicated specialist to handle a company’s adherence to GDPR.

Figures also indicated that 24 per cent have chosen to fill skills gaps by training existing members of staff about the new legislation.

Half of brand websites are still not GDPR compliant