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Marketing Challenge: Balancing Analog & Digital
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Re: Self-regulation
  • 4/18/2014 10:13:27 AM
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Beth,

Very interesting how the comments and further discussion is around the Privacy and Goverance angle. My intention was to highlight the changes in the marketplace between Analog and Digital communication. Companies / businesses need to understand there is a difference between the Big Data movement and the evolution to Digital. Sure, Digital will drive more DATA (Mobile, Apps, ONline & Cloud) but you dont need Big Data to build effective Digital communications.

Data goverance will become a much bigger topic as we move into the new communication channels (Multi channel, Omni Channel..... Digital Channels). As we move further down the Over-Air & Cloud based communication there will be a digital fingerprint everywhere we go.

 

 

Re: Privacy
  • 4/18/2014 10:05:43 AM
NO RATINGS

Phoenix,

With so many data breaches recently (Target to name one) a lot of the governance will be owned by the consumer. Using a re-loadable debit card, anonymous online searching, avoid cookies. Relying solely on the indutry to protect your privacy is not a good thing.

Now from a marketers perspective these are bad ideas. How are we going to cluster your Likes/Dis-likes into our pattern detective models to make the best 1:1 personal offers if we cant get at / use the data? The tendancy would be to barrage you with wortless offers that dont apply. I have been told many times, I would gladly provide my personal data and allow you to use my shopping habits if you can offer me What I Want.

so, unfortunately there have been huge data breeches already. There will be more in the future. How you protect your data somewhat is your responsibility.

Thanks for the comments.

Re: Privacy
  • 4/18/2014 10:04:16 AM
NO RATINGS

Phoenix,

With so many data breaches recently (Target to name one) a lot of the governance will be owned by the consumer. Using a re-loadable debit card, anonymous online searching, avoid cookies. Relying solely on the indutry to protect your privacy is not a good thing.

Now from a marketers perspective these are bad ideas. How are we going to cluster your Likes/Dis-likes into our pattern detective models to make the best 1:1 personal offers if we cant get at / use the data? The tendancy would be to barrage you with wortless offers that dont apply. I have been told many times, I would gladly provide my personal data and allow you to use my shopping habits if you can offer me What I Want.

so, unfortunately there have been huge data breeches already. There will be more in the future. How you protect your data somewhat is your responsibility.

Thanks for the comments.

Re: Privacy
  • 4/18/2014 5:34:33 AM
NO RATINGS

@ecox That's a good way of categorizing people. The people who fall into the first category will continue to increase while the second and third category slowly decrease if we consider the aging population. Privacy concerns and boundaries too would expand. However, catastrophic privacy violations or fraud could change this trend any time. Contingency plans and other avenues of marketing should be in place to face this type of unforeseen events.

Re: Self-regulation
  • 4/17/2014 4:51:19 PM
NO RATINGS

Hi Emmett, I think it's wise for retailers to do some self-regulation... to avoid that "creepiness" factor.

Re: Self-regulation
  • 4/17/2014 4:22:12 PM
NO RATINGS

Interesting look. Unfortunatly self regulation at this level is not likely.

The medical profession has HIPPA, banking and financial has the federal regulators, etc. Most businesses that deal with consumers and include some level of risk are governed by an outside agency.

Retail has some form of this too, but no were to the extent of banking. The DMA keeps track of DO NOT MAIL requests. And a new regulation TCPA telephone consumer protection act regulates calling mobile devices.

I have worked at a few very large companies that took pride in self-regulation of Data, Privacy and Usage. But i do not see an organized effort to follow these.

 

Re: Self-regulation
  • 4/17/2014 11:31:01 AM
NO RATINGS

Hi Emmett -- do you think industries should go a step further, creating industry-wide regulations, or at least guidelines/best practices, that companies can follow on data and privacy rather than only encouraging self-regulation on a company by company basis? 

Re: Privacy
  • 4/17/2014 10:32:47 AM
NO RATINGS

Phoenix,

You are correct the current state of awareness will change dramaticly in the near future.

In my opinion (The for what its worth department) there are 3 primary & different participants in this new channel of communication.

1). Those that grew up in the last 25 years knowing nothing but this new data communication world. All they are aware of is instataneous communication (Online/mobile purchasing, TEXT, Instant message, Mobile Merchandising). This group is far more willing (As a general rule) to share personal data online, because it is a standard to get things done. It is a social norm to share data.

2). Those that adopted the new technology because (35 - 55yr old) they are curious and more technology friendly. They want to take advantage of the instant world of mobile. etc

3). those that use this new technology because they have to. They dont trust it and would rather go back to the world before digital.

Ok this is a gross generalization, but i think it gets the point across.

Protect your data as you deem nessecary. No one will care about your digital footprint as much as you do.

 

Re: Self-regulation
  • 4/17/2014 10:12:16 AM
NO RATINGS

 Hey Beth,

I attended the NCDM DMA conference late last year. One of the big topics was around self-regulations around DATA and Privacy; How to handle all the new data that is available to merchants. That self-regulation is preferable to government regulatory concerns. Now this doesn't mean all attendees agreed or were willing to actively participate.

Some industries do not have the option of self-regulation. While banks and financial institutions are heavily regulated already there is still room for instilling a sense of data Governance.

With New sources such as Social Media and Mobility the rules will eventually catch up.

It may not appear so to the end consumer, but from the "Inside" there has been great constraint to not over-step boundaries of using data inappropriately. Obviously there are those that do overstep, and invariably end up on the Front Page (Target: sending new born ad's to the family before the daughter told them she was pregnant). These types of headlines do not appear often, due to the fact that most companies are following some internal guidelines of data Usage. There can always be more / better / stronger guidelines; but guidelines without the willingness to follow them is not a great situation

 

Re: Privacy
  • 4/16/2014 7:29:54 AM
NO RATINGS

You're absolutely right. The open forum privacy hasn't had the mass-fraud impact we would expect... Yet. Dun dun dun!

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