Customers will share data more freely if brands can help predict what’s around the corner on their journey.
It was Benjamin Franklin who sparked the debate between freedom and security. Back then, it was a robust conversation among our Founding Fathers as they contemplated the laws and direction of this new land.
Today, it’s an even more appropriate discussion as we consider placing surveillance on every street corner in order to keep our citizens safer. After all this time, Franklin’s question remains: What level of freedom are we willing to forego in exchange for safety?
A similar debate is affecting marketers and consumers today. The tension between a marketer’s escalating quest for the precision of personal data is in stark contrast to the individual’s desire for personal privacy. Aside from the risk of data breaches, people are simply not comfortable with their information being used to sell them products they haven’t asked for.
As marketers, we seek the Holy Grail of one-to-one marketing with more intimate and personal dialogue instead of the mass media choices on which we’ve historically relied. For brands seeking more relevancy, agencies looking to demonstrate cutting-edge tools and tech and organizations trying to drive growth with fewer resources, this new frontier of precision marketing is compelling. But to consumers, it’s not always welcome.
At the center of this debate is one key measure: value.
This story is from the April 16, 2018 edition of ADWEEK.
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This story is from the April 16, 2018 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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