Change tends to freak people out, and marketers are no exception. The outcry from the implementation of the GDPR is getting even louder as other new privacy standards like the new California Digital Privacy Law, and the European Copyright laws come into effect.
Jack Dorsey CEO of Twitter, has also spoken about the harm in vanity metrics.
“If I had to start the service again, I wouldn’t emphasize the ‘like’ count as much. I don’t think I would even create ‘like’ in the first place, because it doesn’t actually push what we believe now to be the most important thing, which is healthy contribution back to the network.” – Jack Dorsey
BUT don’t panic, all of these changes are good things and will help all of us, including the marketing industry, in the long run.
Why or how, you may ask?
First, no one trusts marketers;
People don’t trust marketers or big tech companies, and for good reason. The marketing industry and big tech have been grossly harvesting, using, and abusing users information and rights for years.
People want some control and privacy.
Second, people are blocking everything now;
People are avoiding, blocking, and ignoring, ads, websites, and even the internet.
Third, people are suffering;
People, especially younger people, are desperately trying to “keep up with the
Robinsons Kardashians” in hyperdrive. Facial and body “ beautifying” distorting apps outdo all other downloaded apps!
People’s self-esteem and mental health are suffering. Seriously.
Do you as the marketing industry and social media world want to keep throwing away your efforts and money at ad blockers and deaf ears?
Do you want to try and offer your services to people who are miserable and mentally unwell? Knowing that you are, at least, in part, are responsible for their suffering.
That doesn’t sound like a lucrative customer or a productive, mutually beneficial, relationship to me.
Remember, a happy customer is a good customer. And a happy customer is much more likely to purchase and want more products or services than a miserable, pressured, one. Every. Single. Time.
Let me know in the comments or on social media what your thoughts are on this topic.