Privacy Push Will Make Marketing Tougher

NO RATINGS
View comments: threaded view | newest first | oldest first
AliceAMM
User Rank
Proponent
No Trust, No Relationship
AliceAMM   3/27/2012 11:42:00 AM
NO RATINGS

Gizmodo cites months of evidence that Google can't be trusted

For a while now Facebook seemed to be at the top of the "do not trust" list; now it's Google. It seems that all the attention on Facebook and all that FB went through didn't phase Google.

I'm very interested in how all this is going to play out. I, too, don't want my searches tracked and/or tailored for the future. No way to know if it was really me or one of the kids or hubbie or whatever on my computer. Just give me a fresh search each time.

The scales are out of balance here and it's going to be interesting to see how it's resolved.

Ellis Booker
User Rank
Blogger

Two quick points about "privacy concerns."

First, I've always felt consumers want relevant, useful, unannoying services. If you provide this--in ways that don't scare 'em--they'll cough up amazing amounts of personal info. 

Second, it's worth asking, "How are these sites supposed to provide their free services?" If consumers don't want online platforms supported by marketing dollars--and marketers, bless them, need increasingly granular data on their targets to succeed--the other option is paid, subscription-based services. And I don't see anybody advocating for a paid version of Google Search.

 

kicheko
User Rank
Blogger

Ellis, - This is exactly what i asked myself. Its two ways, either you let them market to you, or you pay for the service. I don't see how free untracked services is going to work. However, it looks like marketers will have to go through the trouble of creating their own lists in most cases as buying of customer information may be very difficult in a few years to come.

Mitch Wagner
User Rank
Blogger
Bureaucratic hairball
Mitch Wagner   3/27/2012 4:01:52 PM
NO RATINGS

I wonder if all this need to ask individual permission before obtaining private information will result in a bureaucratic hairball that helps no one. Privacy warnings will become analogous to product safety warnings ("DO NOT OPERATE MICROWAVE OVEN IN BATHTUB!"), so filled with unimportant trivia and legalese that people routinely ignore them. 

Ellis Booker
User Rank
Blogger
Re: Bureaucratic hairball
Ellis Booker   3/27/2012 10:25:33 PM
NO RATINGS

When's the last time you read all the rights accorded to that iPhone or Android app you downloaded from a marketplace? There's your answer. (Don't worry, nobody does.) 

kicheko
User Rank
Blogger
Re: Bureaucratic hairball
kicheko   3/28/2012 5:32:18 AM
NO RATINGS

Mitch, - But thinking about it, warnings such as "Cigarette consumption is harmful to your health" have not been known to convert many smokers into non-smokers. The smoker already knows that but he's hooked.

So i'm imagining some clause amidst all that legalese that goes like "Use of this social site amounts to an agreement to let as track information a, b, c" (Hopefully written more brilliantly than that). It won't stop many people assuming they even see it. They are already hooked.

cmophil
User Rank
Proponent
Re: Bureaucratic hairball
cmophil   3/28/2012 9:59:22 AM
NO RATINGS

I think sadly we've been conditioned to completely ignore those disclaimers. Much like directions for DIY kits and furniture, most people assume they know what they're getting into so do not bother reading. The biggest joke online is said to be clicking accept on "I have read and agree to the terms and conditions..."

sohaibmasood
User Rank
Proponent
Re: Bureaucratic hairball
sohaibmasood   3/28/2012 1:59:10 PM
NO RATINGS

@cmophil: You are right, we have been conditioned toi ignore such messages. It is true for privacy as well as other ToS that consumers sign. I have exprienced that people will not look into the clauses of the ToS and will sign the document straight away. It is only read if some sort of problem arises and one needs to call the support/repairs. 

Similar, is the case with online disclaimers. Usually the easiest way to go ahead is to click the 'I Agree' button. 

cmophil
User Rank
Proponent
Re: Bureaucratic hairball
cmophil   3/30/2012 1:02:09 AM
NO RATINGS

That's why you have to appreciate the one's that at least make you scroll through the document BEFORE the Agree button is enabled. At least they're trying...

Mitch Wagner
User Rank
Blogger
Re: Bureaucratic hairball
Mitch Wagner   3/30/2012 10:44:02 AM
NO RATINGS

Nobody reads Terms of Service and disclaimers before clicking "Agree." That's why egregious ones get in the news -- generally months after the site becomes popular, and those ToS have been out there in the open the whole time. 

Mitch Wagner
User Rank
Blogger
Re: Bureaucratic hairball
Mitch Wagner   3/28/2012 10:52:37 AM
NO RATINGS

kicheko - i'm imagining some clause amidst all that legalese that goes like "Use of this social site amounts to an agreement to let as track information a, b, c"

The FTC recommendation is to eliminate those kinds of blanket terms of service for more detailed warnings on each transaction. It remains to be seen how that would actually work out in practice, and whether people will just ignore them. 



More Blogs from Mitch Wagner
A half-century of space opera teaches valuable lessons.
Brands say the hot new visual media help foster more intimate connections with customers.
Older people are more likely to see Millennials as "spoiled," "lazy," or "entitled."
Brands hurt their reputations by making their spokespeople hard to find.
leadership reports
Getting the Most from Mobile Marketing
The CMO Site, The CMO Site
The proliferation of smartphones and tablet devices presents new opportunities and challenges for marketers to reach customers where they are and when they’re ready to buy. Apps, the mobile Web, social check-ins, geofencing, and mobile ad standards are among the tools marketers need to master in this new world. Learn how to use new mobile technology effectively and avoid its hazards.
LEARN MORE
CMO videos
GM's Customer Focus
How GM uses customer metrics and analytics.

2:34

(6) comments
Del Mar Races to Win
How the racetrack uses social and mobile marketing

1:54

(6) comments
Social Media Resolutions
Ideas for social media marketing in 2012.

4:25

(41) comments
My Viral Tweet
What marketers can learn from a tweet.

2:54

(9) comments
Trikkes & Marketing
Retailers face three options in 2012.

3:41

(11) comments
Mobile Marketing Is Hard
Meet Amazon.com's Price Check app.

3:01

(1) comment
Neither Snow Nor Rain
The USPS plans to curtail mail delivery.

02:18

(6) comments
Careful With Foursquare
Mitch Wagner trips over his own feet.

04:26

(4) comments
Community Is 'Where It's At'
If brands want their names to stick they need to ...

2:27

(11) comments
Twitter Upgrades
Twitter is now more useful for brands.

2:42

(2) comments
Fonts Mean Brands
Mess with your font at your peril.

3:12

(6) comments
CMOs Need More Customer Time
CMOs are missing the opportunity to get info ...

2:21

(1) comment
Behavioral Ads
Marketers are losing on behavioral advertising.

2:54

(9) comments
'Moneyball' Marketing
"Moneyball," the new Brad Pitt baseball movie, is ...

3:00

(2) comments
twitter feed
The CMO Site Twiter Feed
like us on facebook
The CMO Site Linked-In Group Ad
Charlotte Blank
General Motors: Keeping the Customer at the Center

2|29|12   |   2:34   |   (6) comments


How the carmaker uses metrics and analytics to track all the proliferating information streams it has on customers, from social media, real life, and more.
Craig Dado
Del Mar Races to Win at Social, Mobile Marketing

2|15|12   |   1:54   |   (6) comments


Craig Dado, senior vice president of marketing for the Del Mar Thoroughbred Club, describes how the racetrack uses social and mobile marketing to attract a younger, female demographic.
Mitch Wagner
Social Media Marketing Resolutions

1|25|12   |   4:25   |   (41) comments


Ideas for boosting B2B social media marketing in 2012.
Mitch Wagner
My Viral Tweet

1|18|12   |   2:54   |   (9) comments


What marketers can learn from a tweet that went viral.
Mitch Wagner
Trikkes & the Future of Retail Marketing

1|9|12   |   3:41   |   (11) comments


Retailers face three options in 2012: Go low on price, go high on service, or go out of business.
Mitch Wagner
Looking 5 Years Ahead in Marketing

12|21|11   |   3:51   |   (4) comments


IBM made five predictions for the future in its annual 5 in 5 projection, and three of them are relevant to marketing.
Mitch Wagner
Mobile Makes Retail Marketing Harder

12|19|11   |   3:01   |   (1) comment


Amazon.com's recent Price Check app heralds the beginning of a new era of creative destruction for brick-and-mortar retailers.
Keith Dawson
Neither Snow Nor Rain

12|13|11   |   02:18   |   (6) comments


As the US Postal Service prepares to curtail mail delivery, marketers relying on first class will have to plan more carefully and, over time, move into other channels.
Mitch Wagner
Don’t Embarrass Yourself on Foursquare

12|12|11   |   04:26   |   (4) comments


Editor-in-chief Mitch Wagner trips over his own feet trying to use a Foursquare discount, in a tale with a lesson for brands.
CMO Video
Community Is 'Where It's At'

11|15|11   |   2:27   |   (11) comments


Is a massive, three-day industry event featuring A-list speakers like Bill Clinton and Malcolm Gladwell the right approach for a company seeking to generate awareness of its brand? Steve thinks that goes part of the way, but if brands want their names to stick they need to build communities.
Mitch Wagner
Twitter Upgrades Activity Streams

11|9|11   |   2:42   |   (2) comments


Twitter improved its home page to make it more useful for brands looking to find influencers to engage with.
Keith Dawson
Fonts Mean Brands

10|31|11   |   3:12   |   (6) comments


Once you associate a font with your brand, you mess with it at your peril.
Mitch Wagner
IBM Study: CMOs Need More One-on-One Customer Time

10|20|11   |   2:21   |   (1) comment


CMOs rely on aggregate data for customer preferences and are missing the opportunity to get one-on-one information through social media and other resources, according to a study of 1,734 CMOs conducted by IBM. Watch a Webinar presenting the findings, and get a copy of the report for yourself.
Keith Dawson
Behavioral Ads: Getting Back in the Conversation

10|18|11   |   2:54   |   (9) comments


Surveys show that marketers are losing the mindshare battle on the benefits of behavioral advertising – and they need to rejoin that conversation.
Mitch Wagner
'Moneyball' Marketing

10|14|11   |   3:00   |   (2) comments


"Moneyball," the new Brad Pitt baseball movie, is one every marketer should see. It's not just about relying on metrics and analytics over gut feelings, it's also about relying on the right metrics and analytics.