Surveillance marketing, the freeloadin’ economy and creativity

By Gonzalo López Martí  – Creative director, etc / LMMiami.com

• Surveillance marketing seems to be on its way out.
• So long big data.
• Or let’s put it this way: so long bragging about big data.
• It ain’t kosher anymore.
• Quite the contrary, it is creepy and possibly illegal.
• AFANAM (Apple, Facebook, Alphabet, Netflix, Amazon, Microsoft) is getting burned badly and needs to clean up its act before it falls under the torches & pitchforks of the fast-growing rage of antitrust activists and authorities here and abroad.
• First order of business: shift revenue models from ad sale based to subscription based.
• In other words, put an end to the freeloadin’ economy.
• No more services in exchange of your personal and behavioral data to chase you around with ads.
• Who will win?
• My money is on Apple, Netflix, Amazon and, to some extent, Microsoft.
• It will be extremely hard for Facebook and Alphabet to get their user base to open the wallet.
• Anyhoo.
• Will this mean a resurgence of good ol’ marketing and advertising creativity.
• Creativity as in artistic inspiration and emotional intelligence.
• Who knows.
• But it its worth trying.
• My favorite definition of marketing & creativity: ask everyone’s opinion, ignore it.
• My favorite visual description?
• The Heineken creative ladder*

 
* https://www.fastcompany.com/3047609/how-cannes-marketer-of-the-year-codifies-creativity