Privacy matters: Marketoon of the Week
Compliance isn’t the only standard.
In this week’s Marketoon, we see a less virtuous stance on privacy.
Fishburne’s take: “We value your privacy” is one of those meaningless marketing phrases, like “your call is very important to us” or “we’re all in this together”, where actions speak louder than words. A Deloitte survey found that 91% of US consumers consent to terms of service without reading them. For younger consumers 18-35, this was even higher, at 97%.
Why we care. Because of the data insights, a call from a customer is very important to marketers. Same for SMS, chatbots, tweets and the occasional email. Because not every customer has a law degree, they may not be able to keep up with every way that a given brand is acting in compliance with local regulations. Therefore, in addition to all the fine print that your customer hasn’t read though and memorized, marketers should understand and define what the customer’s expectations are regarding privacy and relevant messaging. If you don’t meet the customer’s terms, legal or otherwise, they are likely to drop you.
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About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
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