If you ask the users if they like the fact that they can find any information they search for on Google, they will all say – YES.
If you ask them if they want Google to follow their search history, most of them will say – NO.
If you ask the users if they like that they can follow all of their favourite brands and friends they like to interact with on Facebook, they will all say – YES.
If you ask them if they want Facebook to follow their interaction with the content and use that information to serve them what they prefer the most, the majority will say – NO.
So, we all want Google to immediately show us the answers to all of our questions; we all want Facebook to show us only the content that we like. But… most of us refuse to give anything in return…
QUALITY OR QUANTITY?
Imagine this situation – you are sick, you go to the doctor. You don’t want to leave your health insurance card because it contains your private data, you’ve already forbid them to save your history of disease and you don’t want to tell the doctor who you are, how old are you, is there some disease history in your family and, most of all – you don’t want to tell him what hurts you.
However… you expect him to cure you.
Have you ever been in a military? I hope you haven’t. If you ask me, one of the worst group discipline methods is collective punishment, aiming to homogenize the team.
Maybe there is some scientifically proven method standing behind this, but, since I felt how it works on my own skin, I am not a big fan of this methodology.
GDPR is a collective punishment for a few rotten apples. In the long term, GDPR will not help to improve the advertising industry, but it will make the user experience worse.
Without precise targeting, we will come back to mass advertisement, consequently increasing the use of ad blockers, leading to a drop in advertisement budget, causing damage to an industry paying a fair amount of taxes to every country.
Because of this, so called, great concern for our privacy that we have apparently ruined ourselves, we are going to give up valuable sources of information and quality user experience.
And while this hype around GDPR still lasts, the whole time I am asking myself the same question I still haven’t found the answer for – who actually decided to introduce GDPR?
Was it the users?
Was it the advertising lobby losing most of the money with the introduction of the transparent and measurable advertisement?
Was it the politicians who abused the information and in the meantime got scared that somebody will use “the same weapon” against them?
Who started the mass hysteria that we are all being followed by the “Big Brother”?
From all of the above, I least believe that customers and Internet users from around the world joined together and started the whole story, and the whole story has been started just because of them…
Behavioral marketing specialist, Google Growth Engine Ambassador (Adriatics) and founder of Promosapiens. Dalibor is a regular speaker at the international conferences: Shopper Brain (Netherlands), Dubai Lynx (UAE), Euroshop (Germany), Family Thinking Marketing Forum (Poland), Branding Conference (BiH), MEKST (Serbia), HOW Festival (Croatia), just to name a few… His lectures with the practical examples of behavioral marketing are regularly the highest rated among the audience.