(This was started at the outset of 2013 and never published. It was a late night therapy session for myself.) I decided what the hell. Let me just put it out there. So I dusted it off and am posting it in it’s raw, unedited, ranty self.)
It started with an image on my Facebook newsfeed. A friend and colleague of mine that I have known for years took a photo wearing Google Glass. It suddenly became very real for me. Yes, I have been reading about Google Glasses for over a year. I have seen all the demos. But suddenly seeing them in the wild kinda freaked me out. Why? Well it is how companies are collecting data and how that data is then available to advertisers which freak me out.
You see I am constantly defending marketers on Facebook as well as calling out the crappy ones. There is some incredible data you can use to target behavior. If you know how to. With every Like or every song you listen to that pipes into Facebook’s Open Graph, that is gold for us marketers. For us sociologically driven marketers, this social data gives us an insight to many sub-groups or cultural networks of behavior. For others, it gives advertisers with a credit card the ability to target randomly, literally and NASCAR up the Facebook experience with bad ads and link bait. That is my fear with Google Glass. Now data collection is on the eyes of those walking down the street and eating up tons of data for Google’s advertisers. This scares me to death. Not so much the tin-foil-hat in me (but there are privacy concerns there too.) But what this collection of data will lead too in the market place for advertisers. Are marketers as a whole mature enough (and responsable enough) to harness this data in a way that is meaningful and noninvasive?
I am having a Jerry Maguire “mission statement” moment for us digital marketers. Forgive me. But if you continue, just know you have been warned. Rant started.
For the tl;dr folks here is the gist:
- There are good marketers and there are bad marketers. The good are the ones that respect data, platforms, conversations, and influence and support one another. The bad are the link bait, spammy, fill-up-my-internet-with-junk, flash in a pan marketers. Those ruin platform data and opportunity for the good ones. We in the marketing world must begin calling out that crap and policing bad marketers protecting the web for the consumers or more intrusive data collection will be done.
- We love our data, but we don’t like big brother data being the cooperation giving all that data away to the biggest ad budgets.
- Further, taking leads off of saturated platforms and nurtrung them into a controlled environment where marketers can solve problems, provide pain relief, and help more will reshape and redefine marketing toward the better.