Nature Marketing Abhors Vacuum​

The Point​

Australia is poised to follow Europe (with GDPR) and California (with CCPA) in tightening our privacy laws which will dramatically restrict how customer data can be harvested for digital marketing. The deafening ‘whoomph’ as first-party data fills this vacuum is already dividing the loyalty market into three distinct types of companies. 

The Drill Down​

Decide which you are and prioritise your investments to monetise or leverage data for customer lifetime value increases.​

According to a report by the Irish Council for Civil Liberties, people in Europe have their online behaviour and location broadcast to thousands of companies and organisations around the world 197 billion times a day. Google alone sends this data to 4,698 organisations around the world, including Russia and China. There is no control over this data once it is sent.​The whole practice of online tracking may itself be illegal. The online ad industry operates on a system called Real-time bidding or RTB. RTB is the engine that drives the bulk of online advertising activity, and it may itself be illegal under the terms of GDPR."​– Bob Hoffman The Ad Contrarian ​