Happy GDPR day, may the consent be with you!

Oh my good Lord, look at my inbox:

GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR PRIVACY GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR PRIVACY GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR GDPR…“Please don’t go, don’t gooooooooOOoooo, we’re begging you to stay”

However, anyone who runs SEO or PPC for clients should be rubbing their hands. Brands who rely on SEO or PPC probably DGAF right now, but that will change.

Yep, GDPR is a big fat Christmas come early for most SEM agencies and practitioners assuming the last minute panic’s and frantic WTF WTF comms with clients have not tipped you over the edge.

With opt in rates for most GDPR consent requests being somewhere between 0% and the U bend what are the obvious to me facts of the situation relating to SEM now:

  1. CPA & CPC from PPC are going to RISE!
  2. SEO will become even more cutthroat
  3. SEM becomes even MORE important

But why I hear you think, and bear with me whilst my mind runs off and my fingers try to catch up (but it’s simple supply and demand stuff):

“NOBODY HAS A F**KING CLUE WHAT GDPR IS ACTUALLY GOING TO DO TO THE DIGITAL LANDSCAPE”  – Tom Johnson 25/8/18

 

Well, actually, I think I do, because I’m a linkybrain… anyway, I digress 🙂

Lets just have a quick look at the digital landscape for a second with how it relates to who is a data controller and who is a data processor and how this spaghetti mess cluster feck really plays out. By the Way, I lifted this from my good friend and GDPR consultant Micky Khana who can be found here: https://gdprplan.com/


So what has everyone in such a flap?

What does this actually mean in English?

Retargeting? Good luck getting proper consent for that.

Email/eCRM? Oh sh1t our list just shrunk by 80%+

Data buckets, targeting lists, cookies, audiences etc etc? Did you even look at the landscape above? Jesus wept…

 

IT’S OKAY, OUR AGENCY IS HANDLING THAT!!

Alriiiighty then. Phew, thank the lord for that. Wait a second…is every moving part in the vast supply chain of digital marketing aligned? Do they all seamlessly run off a central data control platform for easy GDPR compliance? Are they all using data that consumers have opted in to now?? Are data controllers and processors all in sync and have proper data protection processes and agreements in place? If a consumer wants to opt out later can I ensure that everyone is going to remove that person from our communications and targeting at all these touch points??

Yeah, not quite so simple for advertisers who do anything else but rely on SEO and PPC…

Back to my points now concerning SEM, let me reiterate:

  1. CPA & CPC from PPC are going to RISE!
  2. SEO will become even more cutthroat
  3. SEM becomes even MORE important

 

For simplicity I’m not even going to get into the drudgery of onsite cookie consents for the day to day tracking, analytics and optimisation of even running a website or securely handling customer data and all the other general Data protection act regs. That stuff is just boring and not the big picture here.

The actual reason for making the above predictions are this:

“Demand based activity from consumers is the safest way to market to consumers in a GDPR world. Google has their user consent covered. You either rank and bank or you pay to play. You are visible in Google or you are not. “ Tom Johnson 25/8/18

In a glorious piece of legislative irony, GDPR is also a massive unintentional gift for Google from the EU… who really don’t like Google all that much 🙂

As CPA’s from other channels inevitably start to rise as data pools and opted in customers become smaller places to target customers, the competition for SEO rankings and PPC placements will also rise. It’s for 99% of marketers the top of the funnel.

There are only so many slots on Google that get any decent click thru rate. It’s simple supply and demand. GDPR has just thrown a massive spanner in the works for multi channel marketing efforts.

CRM, CRO and overall LTV efforts will also become even more important as actually maintaining a loyal customer base that wants to stay opted in becomes gold dust

Quite how things will play out is still unknown. I suspect 90% of service providers are blindly signing GDPR addendums supplier agreements and keeping their heads down to see WTF happens over the next few months to year.

The world of digital marketing has not stopped turning today. Still lots of ads being served against inappropriate content it seems! 🙂

The ICO has been sharpening their knives waiting for the 25th May 2018 for quite some time.

Who are they going to try scalp first for breaking GDPR rules? Time will tell.

At what point do advertisers legal advisors tell brands it’s too risky to advertise in ways that are potentially non GDPR compliant and just hang fire to see how the cookies crumble (pun intended)? Very soon I’d guess. It depends who the ICO goes after.

What will brands do then? They will simply have to refocus efforts and double down investments into good old SEM to keep the wheels turning and the lights on.

Even more reason for SEM agencies and consultants to push clients for more budgets and efficiencies.

Better get working hard!

Thanks EU. Thanks GDPR. Merry early Christmas 🙂