Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Nuts & Bolts - Eye on Privacy : Can Anyone Be Against Online Privacy?

March 2011 By Gwenn Freeman
Get the Flash Player to see this rotator.
 

If asked in a survey, "Are you for or against online privacy?" what would you say? Can anyone really be against it?

Once again, direct marketers find themselves on the wrong side of Mom and apple pie. The Federal Trade Commission and the Department of Commerce have each convened task forces to look at the issues of online privacy and to make recommendations on how to protect consumers online. In this scenario, marketers have been put on the defensive.

The FTC issued a preliminary report in early December calling for a new privacy framework to include three main components:

1. adopting a "privacy by design" approach by building privacy protections into everyday business practices;
2. providing choices to consumers about business practices in a simpler, more streamlined way; and
3. taking measures to make data practices more transparent to consumers.

The Department of Commerce released its preliminary report later in December, recommending:

1. establishing Fair Information Practice Principles comparable to a "Privacy Bill of Rights";
2. developing enforceable privacy codes of conduct and creating a Privacy Policy Office in the Department of Commerce;
3. encouraging worldwide interoperability;
4. harmonizing disparate security breach notification rules; and
5. reviewing the Electronic Communications Privacy Act for cloud computing.

When the FTC released its report, there were balanced articles in The New York Times, Washington Post and Wall Street Journal. But after a few days, the FTC proposal was just being referred to as "Do Not Track" in the mainstream media. Does "online privacy" really equate to "do not track"? I'm not sure that the issue is tracking or the collection of data. The issue seems to be consumer trust.

The Privacy Paradox
Consumers are always being "tracked." Every time they use credit cards or loyalty cards, when they order from catalogs, enter a store with surveillance or use a cell phone, someone is tracking them.

Do consumers really expect to be anonymous online? I doubt it. But I do believe that consumers want to know what they are trading in return for the free content, convenient ordering, relevant messaging and targeted offers.

 

SPONSORED CONTENT

MORE ON DATABASE & CRM >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: