There’s a scene in Back to the Future where Marty McFly realizes that the decisions he made in the past are having unexpected and cataclysmic effects on the future. We in the marketing industry are coming to some of these same realizations today. It’s becoming abundantly clear that collecting data without asking, eschewing creativity to chase the click, and giving away content for free are unwise approaches. If 2018 was the year that it all hit the fan, then 2019 is our opportunity to reset the clock.
The biggest content marketing trends of the year are all about recommitting to our audiences, which includes building their trust and focusing on what matters to them most. Here’s what we expect to see more of in 2019.
Goodbye, Big Data
The onset of digital media gave us unprecedented access to data on consumers -- everything from the pages they browse and the items they purchase to who they follow and what they say. We collectively rejoiced at the marketing opportunity at hand and proclaimed that "data was the new oil." But brace yourselves: We’re looking at the end of data collection as we know it.
As it turns out, the people that we were all collecting this info from weren’t exactly thrilled about it. With scandals like Cambridge Analytica making headlines, moguls like Mark Zuckerberg appearing in Congress to defend Facebook, and huge breaches from big companies like Marriott and Equifax, it’s clear that the public is no longer at ease with their personal information being available to anyone and everyone.
In some parts of the world, the government has started to step in. Laws are being passed in California to prevent the collection of personal info without permission, and the European Union’s General Data Protection Regulation (GDPR) is putting restrictions in place for all online players. All in all, we’re looking at data backlash…