The Shift is Real. Digital Marketing Now Starts With User Choice

Oct 22, 2019

Alexandra Matthews

Advertising Week was filled with workshops, panels, and parties. And of course, there was so much to learn in so little time. With the implementation of the California Consumer Privacy Act (CCPA) only a few months away, it’s no surprise that user consent and data privacy compliance was a common conversation across the four-day event. 

It’s never been more apparent that there’s an imperative transformation within digital marketing that cannot (and should not) be ignored. 

If you were unable to bear the Broadway bedlam, below is a recap of the unmissable conversations from this year’s conference.

Continue reading to discover the key trends that were brought to light throughout the week.

Compliance defiance is a growing issue

Although data privacy compliance was a common theme, it appears that not everyone is up to speed. In fact, a recent Ogury study of the top 200 apps in the Google Play Store discovered that the majority of consent notices today aren’t GDPR compliant. This puts both brands and publishers at risk of regulatory fines, in addition to potentially irreversible reputational damage when it comes to a consumer’s relationship with that brand or publisher. 

Ogury’s VP of Marketing, Max Pepe presented a talk on “Three Conclusions from 287,000 Opinions on Mobile Marketing.” The presented research revealed that 78 percent of consumers don’t read consent notices. That might not sound too surprising. Consent notices are often complex and filled with legal jargon. What is surprising is the lack of attention brands place on ensuring the data they leverage is collected via compliant consent notices. 

Just because they are a legal necessity, does not mean they need to be complex or off-putting for consumers. By using plain language that’s easy to understand, quick to consume, and published in plain sight, your consent notice can turn from something to be suffered through, into something that builds trust, creating a chance to empower your users to make a clear, informed choice about their data. Discover more by watching the entire presentation, or by downloading the Reality Report.

A mutual value-exchange will build long-term user trust

Another key conversation surrounded the value of data, with many industry leaders weighing in on the notion that consumers now understand how valuable their data is. They’re aware it’s being stolen and being used to target them with ads and monetize content. And they know it’s being done without their permission. In fact, 59 percent of consumers believe their personal information is vulnerable to a security breach, and 54 percent don’t believe companies have their best interests at heart. 

Ogury participated on a panel about the problems, fallouts, and solutions of data transparency, which narrowed in on this topic. Ogury’s Co-Founder and CEO, Thomas Pasquet said that “we’ve been talking to the user like a kid for the past 20 years, it’s time to speak to them like adults.” Consumers are demanding more transparency surrounding the collection, usage and value of their data. The Chief Commercial Officer at Outfront Media, Andy Sriubas said that “there’s a democratization of this ecosystem that has yet to be achieved. If both users and brands understood the value chain, it would be a much better place.” 

It’s clear that a major transformation is upon us, but what isn’t clear is how the digital marketing industry will adapt. View the full conversation to hear more.

Consumers are empowered by choice and convenience

This immanent transformation facing digital marketing is anchored in user choice, which will result in data empowerment for consumers. But unfortunately, it has been difficult for consumers to gain control over their data and digital marketing experience to date. But not for long.

Data privacy regulation has created a huge opportunity for the industry at large. In fact, during the “Building a Brand on Mobile” session which took place on day one, Magna’s VP of Marketplace Development, Jean Fitzpatrick said that  “GDPR is an opportunity to re-write the value exchange between marketers and consumers.” 

This re-written value exchange will act as the foundation of a new kind of digital marketing, centered on user-choice. Operating with a choice-first mentality will not only keep brands safe from privacy violations, but it will also build a thriving and sustainable brand. As 95 percent of consumers are more likely to be loyal to a company they trust, there’s no doubt about it, marketers need to focus on trust. View the full conversation to find out more.

Mobile is personal, and so is the user journey

Another very prominent theme across the content at the conference was how the personal nature of mobile requires a personal approach. When it comes to digital marketing, personalization is nothing new. We’ve been talking about it for years. What is new, is the level of understanding we now have of a user based on their mobile journey. 

Ogury’s US Head of Insights, Kevin Fitzgerald, spoke on a panel about “Mobile Journey Marketing”, in which he stated “consumers at large interact with this media channel differently… we tell our mobile more about us than any channel before.” This session evolved into a discussion on how mobile provides more insight into the human behind the screen, which presents an incredible opportunity for marketers. 

The opportunity to garner insights from a user’s mobile journey, to then reach them with the most valuable message at the most appropriate time, is only effective if the user chooses to be reached. View the entire discussion to see how this conversation developed. 

If there’s one key takeaway from Advertising Week 2019 that you should take note of, it’s that the shift in digital marketing is real. It now starts with user choice. If marketers don’t operate with this mentality, they will fall foul to the growing list of non-compliant casualties. 

Want to learn more about mobile marketing that is driven by user choice? Reach out to me at laura.chamberlain@ogury.co

Laura Chamberlain, Director of Marketing