GDPR tackles just the data side of things
This one is simple – same place it always was headed. The issue GDPR tackles is just the data side of things – letting individuals see what they have already agreed to share online, and telling companies they need to be transparent with what channels their data is delivered to and used on. This isn’t really innovative, it is more a tool for the naive to see what they did online in a larger scale.
Companies can still mine data from multiple sources in order to achieve their goal
Getting their product or message in front of the people most likely to buy their service or product with a low cost. As Techcrunch covered back in 2012, Amazon is a data company, not an e-commerce company. They have always been making profits from the products and services underlying their e-commerce capability. They offer everything from A to Z – just like they always have and always will. GDPR isn’t going to change this, it can’t.
Should marketing experts be worried their secrets are going to be used?
No – they don’t have any secrets, and never have. They are all using the same tactics as everyone else. Buy data from a big company and then use that data to market their product through smaller funnels that are manageable by small teams of people. The only thing GDPR really forces to create a difference in is that now everyone has to say “we use your data for ________”
The cool thing is that it created some awareness among average users who apparently haven’t been paying attention over the past 10-15 years.
The #DeleteFacebook trend lasted about a week or so, and now it’s already forgotten and we’ve all moved on. The internet is a giant fad system, a classic marketing funnel. Ideas come and go just as fast as the meme they flew in on and the cycle goes on like a fidget spinner.
Now that AI is going to start delegating these marketing channels, sure, they’ll be transparent…
The speed in which the fad process expands will be drastically different – an automaton is a minimum of 4x faster than any machine we have today, in concept. In the next few years they will be used in production environments, and are already being tested behind the curtains of larger corporations. There is nothing GDPR can do to keep up with something like this happening.
Don’t freak out over automaton marketing
I mean, yes, we’ll all be looking for new jobs, but in principle they are just going to do the exact same thing we’ve always done in marketing, it’ll just be at minimum 4x faster. Fad’s will last a minimum of 4x less or more, and product interest and demand will match – just like always.
Think about it this way – when you watch an ant hill from a distance, they look like they are going 1 million miles an hour – it’s the same thing. Speed and time are relative.