opinion
The issue of privacy is firmly back in play, and the results of NMA's survey can't come as a surprise to most in the industry (18 July 2008).
It's good to see that the discussion and debate is supported by real action in the form of the IAB's establishment of a group to look at the issue - this will no doubt lean heavily on the US Network Advertising Initiative (NAI) and maybe its outcome will similarly be a central opt-out register to supplement the ad networks' own. One way or the other however we need strong self regulation - otherwise we may face legislation (probably of the ill-advised kind).
It's interesting that the NAI experience shows that it is the industry that is driving openness rather than the consumer. Whilst we all agree that education and awareness is important to address the public's very genuine and legitimate questions, we should be remember that this works only for those who want to listen.
For many of us in the industry the basic principles of privacy and permission are always front of mind and driving all our work from media planning through creative and multi channel execution.
Take the new principle of 'synaptic marketing', where real-time online data is combined with stored offline data. It's based entirely on providing a better service by tracking a consumer's behaviour only across the brand's site and incorporating personal data only as it relates to the consumer's relationship with the brand - and then only with their permission. Central to this is the principle that a 'positive interaction' must be at the heart of the brand/consumer relationship. The underlying techniques of data collection may vary but the principle of being transparent with the consumer and ensuring that data is used only to deliver an improved service remain constant.
It's no coincidence that our view is based on experience of traditional DM where the privacy, suppression and opt out debate has raged for years. Despite the fact that new media works with far less sensitive data than names and addresses, our new integrated marketing environment is now producing issues for digital marketers that offliners have faced for years - and continue to face today.
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