“The way forward in the future is more about a unified marketing platform where the use cases are implemented end to end and this is an operational system with a similar data-set where everything is connected together.”
Privacy, and specifically the EU’s GDPR, has changed the game for marketers. It’s a different landscape now, and Socialbakers CEO Yuval Ben-Itzhak says that it’s up to the marketers to take the regulation into account and adjust accordingly.
One year after the GDPR was implemented, we’re seeing US-based companies follow similar guidelines as consumers have made it known that they value privacy.
That means that “GDPR-safe marketing is the way forward,” Yuval says, and the methods to personalize content within those guidelines requires a complete solution that works in tandem with social media networks.
We caught up with Yuval after his keynote at Engage Paris 2019 to discuss GDPR’s impact on content marketing and what it means for the future:
What is GDPR’s impact one year later? And what’s next?
In the beginning it was a great success for the consumer, someone finally protecting them, but no one really realized how that was going to impact marketers.
Today, following the announcements from Google, from Mozilla, from Apple about changes in the browsers and basically blocking cookies to track consumers across different sites, that means a lot for marketers.
Think about your retargeting, think about your attribution model, think about your RTB and the profile that you're sharing on these exchanges. It means a lot.
GDPR-safe marketing is the way forward to think and focus not about individual, focus about your audience, about their interests, about the demographics, and let the social media networks do the personalization and serve that relevant content to the individual.
A US marketer should not go into that privacy line and should instead focus on creating the content that resonates with the audience the best.
How do you personalize content in compliance with GDPR?
Doing content personalization at a time of GDPR is a bit different.
You no longer need to create content to target the individual, you need to inspire your content creators on the particular marketing persona you want to go after and once they're creating that content hand it to the social networks and they will deal with the last mile of personalization.
GDPR-safe marketing means understanding your audience, not the individuals, but creating and selecting the right marketing persona for each of the products or each of the campaigns that you want to promote.
What should CMOs be preparing for?
In the last five years, CMOs were focusing on bringing on board more and more marketing tech.
However, we ended up with over 7,000 tools out there, each operating in a silo, each require different skills of people to operate and really understand how to get the best out of this.
Today the complexity and the lack of talent pose a completely different challenge for CMOs, so the way forward in the future is more about a unified marketing platform where the use cases are implemented end to end and this is an operational system with a similar data-set where everything is connected together.
So you no longer need to operate each tool in a silo. You no longer need to plug the data from one system into another just to understand what's going on.
In a unified marketing platform environment, everything is already there.
You need to focus on the operation, you need to focus on productivity, and of course focus on the results and the platform will provide you everything you need for a seamless experience. It's smart and it's very impactful for your campaign.
To get more insights on the current state of content marketing and what’s coming in the future, check out our interviews with authors Nathalie Nahai and Ben M. Roberts.