4 1/2 predictions for marketers in 2019
By Ryan Phelan
The internet is replete with predictions of what’s going to happen in the coming year. I usually don’t put much stock in them because this industry changes every 5 minutes. If even half of the predictions come true, I’m impressed.
That’s not going to stop me from putting out my predictions for next year. But they’re not predictions so much as observations of what the natural evolution in our industry could be. The last thing I want to do is to pontificate on high because I’m just another schmuck trying to make a living.
I’m also going to take it a step further and not just talk about what I think will happen but also what you can do to turn it to your advantage. That’s really where the value is, right?
Okay, here we go!
1. Privacy will continue to grow as consumer and government concerns
The United States is surrounded by countries whose privacy laws are stronger than ours, whether it’s GDPR in the European Union, CASL in Canada to laws that are either being enacted in California or being considered in Congress.
What’s clear is that the Wild West of data use is coming to an end. What are hastening its demise is not just the almost daily announcement of data breaches but also the high visibility of some of those breaches and mistakes in data use and protection.
The Cambridge Analytica scandal involving Facebook was a watershed moment because the impact is that the consumer is tired of having their data used or misused everywhere.
The Russian probe will have a greater effect on consumer attitudes because of allegations of Russian interference in the 2016 elections and the advertising that was done on a personal level.
People see these things happening more often and affecting them more personally, and they begin to doubt what’s true. This doubt and the apparent lack of control they have over where and how their personal data is being used is scary for consumers.
California just enacted a strict privacy law, and Colorado and other states are drafting their own legislation that will attract the feds’ attention. I expect to see something crafted in the next year at the national level, but whether it will be worth anything is anybody’s guess.
What the marketer must do: Get up to date on everything that’s happening, not just here in the U.S. and not just in the countries where you have customers but also in countries that have a major influence in email marketing.
For example, do you know what the key provisions are in CASL (Canada’s Anti-Spam Law)? What about GDPR? That new California privacy law I mentioned before?
You can’t rely on your privacy officers or legal counsel to tell you what to do with email. You are the one who will drive that conversation.
2. Marketers will keep getting smarter because of technology
Smarter, that is, thanks to the technologies that ancillary providers like Kickbox, LiveClicker, Phrasee and real-time email tech providers have created to jumpstart the continuing need for relevance. Marketers will continue to …read more
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