Jascha Kaykas-Wolff is CMO of Mozilla.
These are dark days for trust. Darkest of all for marketers and advertisers.
Only 3% of people trust marketing and advertising, the lowest of any industry or practice, and that trust is falling fastest among millennials, an ominous sign for the future.
We have no one to blame but ourselves.
Like everyone else, we’ve been blinded by the promise of tech’s false promise of “Big Data Solves Everything.” Martech is driving the dialog in our industry right now, and they’re telling us that collecting as much consumer data as possible — regardless of the actual value of that data, and regardless of our consumer’s best interests — will reveal a magic growth formula.
That’s a farce. There is no magic growth formula, and tech won’t do your job for you. Believing that amassing data will save your business instead of focusing on fundamentals has only led to lazy marketing, plummeting consumer trust and a two-fold increase in the number of expensive martech solutions over the last two years.
Public awareness of the surveillance economy is sharpening. The press is increasingly paying attention to business AND advertising practices. Consumers are …read more