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Digital advertising major driver of modern marketplace

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Question

Not only is digital advertising a major driver of the modern marketplace, but the rules that govern it change rapidly. Those in strategic communication need to be able to pivot strategies for their clients. With that in mind, please consider the following scenario.

A small company that makes booties for dogs has relied on third-party data to advertise to its niche audience. That advertising method was successful and provided good return on investment (ROI). However, now, under GDPR they are unable to use third-party data. What should this company do to continue to reach its niche audience within its relatively small budget? Please provide two options and discuss why those options will work for the client and also why/how they do not use third-party data.

Reference no: EM133300557

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