Marketers, Please Tell Me You've Got a Better Plan for Privacy
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As someone interacting with privacy professionals on a daily basis, I was struck by this recent column in Ad Age. It seems designed to provoke a reaction from those in the privacy community, particularly advocates, but the real fear is that this outlook may not be an outlier.
Essentially, the column is discounting privacy at its core, just as the general public is truly coming to value privacy as a brand differentiator. Maybe it’s an argument we’ve heard before, but perhaps never in terms quite this stark: “Consumers should resolve to stop whining about privacy: Good marketers have always known where you live.”
Truly, I thought “Give your customers what they want” was a pretty basic tenet. According to a recent report, 39% of consumers make buying decisions based on privacy, and 32% consider a company’s privacy policies when deciding which website to visit or online service to use. Large, well-funded companies have literally gone out of business due to privacy concerns.
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