This already is our second post on this, but it needs to get out.
With the go live of the EU’s GDPR regulation, many claim…
- that this is the end of good marketing,
- that it is the end relevant advertising,
- that it is the end of targeting,
- that it is the end of privacy breach.
Only one of those statements is at least a little bit correct and it is the last one.
Let’s face it. The GDPR is a nightmare for many performance marketing companies. They based their business model on tracking a user down to details that even his/her mom does not know. They keep telling us that this is the way the user wants it; that a consumer only wants to see ads about what fits his personality.
Surprise. That’s not how advertising works.
Consumers do not really care about ads – no matter if they are relevant or not. Thinking about myself, I actually hate targeted ads, because they usually tell me something that I already know. Still, if I think about it a little longer, it is only 20% because of the targeting – it is more because companies focus on the tracking and miss to optimize the ad itself (and I am not talking about conversion optimization with CTR measurement, because this only cuts off so many sales opportunities, until the numbers fit somehow). It is like following a potential customer from your offline store around the globe and keep yelling at him in a way, he does not like.
The GDPR actually is an opportunity to get back to good advertising.
With good advertising, you focus on your target audience (the one for the product/brand, not for the CTR) and shape your message to perfectly appeal to them. Then you find the channels, where they are on and send it.
People, that are not relevant for this kind of ad, won’t perceive it anyway (that is a natural, subconscious firewall, we all have in our heads).
So, in the end, nothing changes for the consumer the big way. And also for the brands, there is no change, because if you crunch the numbers at a full spectrum, performance marketing on the web has been never cheaper than e.g. TV.
So, why don’t we care about the GDPR?
Because Placedise does not rely on actual private user data (and neither do you, when you use our tool). We use scientific historical data to simulate and predict behavior. We use this to help optimizing an ad to perfectly fit and perfectly affect those people, that a brand wants to reach. We do not help you to limit the channel, but we help you to get the most out of your branded content marketing and TV commercial. (Read more about why our approach works here.)
And thinking about this, the GDPR did not set us back to the 50s (as some say). The detail, in which Placedise optimizes advertising, would have been never possible without today’s computer power.
That is, why we do not care about the GDPR and neither should you (except you are working for a performance marketing targeting company)!