[kictanet] http://feeds.feedblitz.com/~/542816384/0/sethsblog~GDPR-and-the-marketers-dilemma.html

[anyega jefferson]

GDPR and the marketer's dilemma
<http://feeds.feedblitz.com/~/542816384/0/sethsblog~GDPR-and-the-marketers-dilemma.html>

On the twentieth anniversary of *Permission Marketing*, the EU has decided
to write the basic principles of that book
<http://feeds.feedblitz.com/~/t/0/0/sethsblog/~sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html>
into
law.

There are two ways to look at this.

   1. Lawyers and yield-maximizers can find ways to use fine print and
   digital maneuvers to get the same sort of low-grade tolerance and
   low-impact marketing they've always gotten. Industrialise interactions!
   The marketing machine at their organization has an insatiable appetite for
   attention, for data and for clicks, and they will skirt the edges to get
   more than their fair share.

   2. Realize that the GDPR
   <http://feeds.feedblitz.com/~/t/0/0/sethsblog/~https://en.wikipedia.org/wiki/General_Data_Protection_Regulation>
is
   a net positive for people with something to say, something to sell or
   something to change. Because the noise will go down and trust will go up.
   Embrace this insight and you can avoid the hit and run low-yield spam that
   marketers have backed themselves into.

Talk to people who want to be talked to.

Market to people who want to be marketed to.

Because anticipated, personal and relevant messages will always outperform
spam.

And spam is in the eye of the recipient.

In two simple words: Ask First.

There's a parallel here in environmental regulation. A hundred years ago,
when governments first started paying attention to the effluent and poisons
that corporations were dumping on their communities, some companies decided
to stay where they were, to keep lobbying for 'relief' and to spend a lot
of time and money fighting the change. Others decided to race to the top,
intentionally becoming more efficient. It turns out that being clean pays
for itself. The efficient path has proven, again and again, to be the smart
one.

The EU is responding to consumers who feel ripped off. They're tired of
having their data stripmined and their attention stolen. (Here's an episode
of my podcast
<http://feeds.feedblitz.com/~/t/0/0/sethsblog/~https://art19.com/shows/akimbo/episodes/dc61ff40-1480-4146-b53f-32d1233ecaf6>
I
did on this issue).

Marketers don't have to race to the bottom. It's better at the top.


-- 
Anyega M Jefferson

jeffersonanyega at gmail.com

0703824326

Start where you are,use what you have and do what you can.
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