When we heard about GDPR we wondered how it would impact on Marketing Automation. And the whole software industry that had grown up around it.
Here we had a tool, where you could literally pour email addresses in at the top and fire out more and more newsletters, you can nurture people with content or you could just blast out content.
But with Marketing Automation, while open rates went down you could pour more and more emails in at the top!
The great thing about Marketing Automation is that because the open rates of emails are going down. Gary Vee tells the story about how in the 90s if you got an email it was kind of cool, now we live in an “attention economy” we just scan our inbox and delete stuff without opening. I for one have 3 emails in my inbox, we run our company on social (Slack) and all my personal correspondence, even my 80 year old mother is on social.
Then came GDPR.
Maybe other people are happy with getting emails from companies, I’ve unsubscribed. So my assumption is that so have a lot of other people. Certainly in the B2B world that I work in, most marketers I talk to that in a post GDPR world email marketing is dead. Even if it’s not dead things are not the same amount of emails before GDPR.
So where do you go?
If I ran a Marketing Automation company, I would want to divest my development to something outside of email marketing. A growth area maybe, a place where there was a future.
Imagine my amusement when I saw a Marketing Automation company announce they were getting into Adtech.
If we look at the world today, while people may look at ads for low items on Facebook or Google, users don’t see advertising as a trustworthy source so generally ignore it.
We ignore Billboards, we ignore the adverts on the TV, we switch channels when we hear adverts on the radio, so while the amount of ad revenue is going up, this is because the ROI of adverts is coming down. You have to spend more to stay ahead.
Today’s buyer wasn’t a trust worthy sauce of data and we get that from our friends, family and network on social not from adverts. In fact ad blocker usage is growing at 30% year- on-year.
As to that the attention economy we just don’t have time to look at the interruptions which is all an ad is. 1930 interruption and broadcast technology.
It does seem totally bizarre that somebody thinks the future is the past.
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