Real-life mad man, Howard Gossage is quoted saying, “people don’t read advertising, they read what interests them. Sometimes, it’s an ad.” I think the Socrates of San Francisco was being a bit generous — it’s usually not an ad. Then again, Gossage wasn’t fighting for the attention of consumers with ad blockers, instant notifications, and millions of terabytes of media at their fingertips. However, in the era of branded content and inbound marketing, his point is more prophetic than ever.
On May 25, an overhaul of EU Consumer Data protections dubbed the GDPR (General Data Protection Regulation) is going into effect. Adopted by the European Parliament and Council in April of 2016 after four years of debate, the new protections expand existing data privacy laws and significantly increase fines for malfeasance. While GDPR undoubtedly holds ramifications, the response from marketers and businesses is mixed.