From mounting data privacy problems to “boring” brand propaganda, the industry is failing consumers in more ways than one, according to Simon Kemp, founder and CEO of marketing consultancy Kepios.

At the recent Digital in 2019 Social Breakfast Singapore event, Kemp called it both “terrifying and embarrassing” that two thirds of internet users worldwide (63%) are worried about how companies use their personal data, according to GlobalWebIndex research.

“As an industry, we have really failed ourselves in our reputation here – our fault collectively,” he said at his data-fueled presentation which included a snapshot of digital in the APAC region with an update of We Are Social and Hootsuite’s Digital 2019 reports.

“We need to take responsibility for this. We are not doing justice to our audiences – we are not showing them respect.

With multiple changes afoot in digital, data privacy is just one in a number of areas with serious implications for the industry. Kemp prescribed six forward-looking tips for marketers:

1. Invest in research to understand your specific audience