Adblockers, the new gdpr, and b2b digital marketing
Posted: Wed Dec 04, 2024 6:10 am
On May 25, 2018, the General Data Protection Regulation will come into effect, which will create a new scenario in which to develop B2B digital marketing strategies.
Without entering into moral or political assessments of whether it is a good idea because it protects the user, or a bad idea that treats the user as if he or she lacked discernment by protecting him or her in a preventive manner, the truth is that many things are going to change.
In addition to the new GDPR, there is also the extension of the use of adblockers. A battle in which Google, for example, is already immersed with its Adblock Plus for Chrome, which aims to block ads that are annoying to the user.
In summary, the picture presented is as follows:
The obligation to inform the user of what data is collected and for what use remains, but additional requirements are added that increase the protocol to be followed by the user to give their consent. This happens at a time that coincides with the news of leaks of personal data from Social Networks to companies with activities of dubious legality. Something that nobody likes and generates a climate of general distrust towards the transfer of data.
A more cumbersome protocol, in which at each step the user is "warned" of what he is doing, added to an atmosphere of general distrust... does not seem to be the ideal scenario for capturing leads.
If the use of adblockers becomes widespread, either on the user's initiative or because the browser they are using has it installed by default, it will cause serious difficulties for many businesses if they do not react quickly.
Nowadays, it is common to schedule advertising in, for example, specialized online publications. If good manual segmentation of websites is carried out, display advertising in B2B online marketing works well. We know that these are pages with many visits because they offer valuable professional content for free.
Obviously the content is free because the pages make money from advertising.
What will happen when adblockers prevent impressions and advertisers start to stop programming on sites that are no longer effective because there are no impressions?
Probably one of these four things:
Websites are closing due to lack of income. The media disappears.
Pages offer their content through list of timor leste consumer email subscriptions. At this point, online advertising, as it is now, may no longer be necessary. They will be more selective in offering premium space to advertisers. They will become much more expensive media due to the quality of their readers: professionals willing to pay for specialized information.
Pages become content providers for third parties, either by offering it on their own platforms with a system similar to native advertising, or by selling it as valuable content for use by advertisers on their own web spaces.
A combination of 2 and 3.
I'm betting on the fourth option. I'm not an optimist, but I do believe that:
Contrary to what has been said to the point of boredom (and insults), users in Spain are not pirates. Here we pay for content. More and more. And if not, just ask the pay-TV channels. We know that not everything on the Internet is free. We are a mature market for subscriptions, especially in the B2B world.
The same distrust generated by social networks is generated by the false content published on them. More and more people are turning to serious media – newspapers, magazines, associations, prestigious blogs – to obtain information with the guarantee that what is being reported is true because it has been verified by professionals.
The knowledge of journalists working in a B2B media, generally with a vertical specialization, guarantees that they are able to generate valuable content for brands.
So what do we do with our B2B digital marketing strategy?
Do you know this popular saying "if you get a lemon, make lemonade" ?
The lemon
First of all, assume that, no matter what, you have been dealt a lemon.
The GDPR, Adblockers, news about bad practices by the Internet giants, fakes , pressure from the main online advertising AdServers to increase their revenue... they are all there.
This is all your lemon.
The lemonade
How can a B2B-oriented company develop an online marketing strategy in this situation?
Using the situation and circumstances to benefit your strategy thanks to Inbound Marketing.
Inbound Marketing is your lemonade
PRIVACY
In an Inbound Marketing campaign, the transfer of user data is voluntary, in accordance with its importance and what the user obtains in return.
There are those who confuse marketing automation with Inbound.
Inbound Marketing doesn't just involve chasing leads, it's nurturing them. It's very different. And it's the lead who decides what relationship they want to have with us. This is a topic we already discussed and clarified in the post This is not Inbound Marketing .
Without entering into moral or political assessments of whether it is a good idea because it protects the user, or a bad idea that treats the user as if he or she lacked discernment by protecting him or her in a preventive manner, the truth is that many things are going to change.
In addition to the new GDPR, there is also the extension of the use of adblockers. A battle in which Google, for example, is already immersed with its Adblock Plus for Chrome, which aims to block ads that are annoying to the user.
In summary, the picture presented is as follows:
The obligation to inform the user of what data is collected and for what use remains, but additional requirements are added that increase the protocol to be followed by the user to give their consent. This happens at a time that coincides with the news of leaks of personal data from Social Networks to companies with activities of dubious legality. Something that nobody likes and generates a climate of general distrust towards the transfer of data.
A more cumbersome protocol, in which at each step the user is "warned" of what he is doing, added to an atmosphere of general distrust... does not seem to be the ideal scenario for capturing leads.
If the use of adblockers becomes widespread, either on the user's initiative or because the browser they are using has it installed by default, it will cause serious difficulties for many businesses if they do not react quickly.
Nowadays, it is common to schedule advertising in, for example, specialized online publications. If good manual segmentation of websites is carried out, display advertising in B2B online marketing works well. We know that these are pages with many visits because they offer valuable professional content for free.
Obviously the content is free because the pages make money from advertising.
What will happen when adblockers prevent impressions and advertisers start to stop programming on sites that are no longer effective because there are no impressions?
Probably one of these four things:
Websites are closing due to lack of income. The media disappears.
Pages offer their content through list of timor leste consumer email subscriptions. At this point, online advertising, as it is now, may no longer be necessary. They will be more selective in offering premium space to advertisers. They will become much more expensive media due to the quality of their readers: professionals willing to pay for specialized information.
Pages become content providers for third parties, either by offering it on their own platforms with a system similar to native advertising, or by selling it as valuable content for use by advertisers on their own web spaces.
A combination of 2 and 3.
I'm betting on the fourth option. I'm not an optimist, but I do believe that:
Contrary to what has been said to the point of boredom (and insults), users in Spain are not pirates. Here we pay for content. More and more. And if not, just ask the pay-TV channels. We know that not everything on the Internet is free. We are a mature market for subscriptions, especially in the B2B world.
The same distrust generated by social networks is generated by the false content published on them. More and more people are turning to serious media – newspapers, magazines, associations, prestigious blogs – to obtain information with the guarantee that what is being reported is true because it has been verified by professionals.
The knowledge of journalists working in a B2B media, generally with a vertical specialization, guarantees that they are able to generate valuable content for brands.
So what do we do with our B2B digital marketing strategy?
Do you know this popular saying "if you get a lemon, make lemonade" ?
The lemon
First of all, assume that, no matter what, you have been dealt a lemon.
The GDPR, Adblockers, news about bad practices by the Internet giants, fakes , pressure from the main online advertising AdServers to increase their revenue... they are all there.
This is all your lemon.
The lemonade
How can a B2B-oriented company develop an online marketing strategy in this situation?
Using the situation and circumstances to benefit your strategy thanks to Inbound Marketing.
Inbound Marketing is your lemonade
PRIVACY
In an Inbound Marketing campaign, the transfer of user data is voluntary, in accordance with its importance and what the user obtains in return.
There are those who confuse marketing automation with Inbound.
Inbound Marketing doesn't just involve chasing leads, it's nurturing them. It's very different. And it's the lead who decides what relationship they want to have with us. This is a topic we already discussed and clarified in the post This is not Inbound Marketing .