In today’s world, marketing is necessary, but so are transparency and ethics.
One minute, you are window shopping online for footwear, and the next thing you know, all ads on your social feeds, emails and websites are targeted toward selling shoes.
On the face of it, personalized marketing is impressive. As a consumer, you only get shown what you are interested in, sometimes leading you to discover new things and great brands. I do online searches and then go to my social feed because the targeted ads help me find a wider assortment of products. However, if you dig deeper, the ads are sometimes so specific that they border on privacy encroachment. These concerns are known as the privacy paradox.
So, where do the ethical ends and dubious territory begin?
All About Data — It’s a numbers game, and everybody knows it. As a business, set yourself apart by being authentic and transparent about collecting, utilizing, and sharing data. You also need to ensure that there is no security breach, and that personal information is safe and encrypted.
Consent Matters — Users should always have a say in whether they consent to use their data as per the business’s policies. There should be a clear and easy way to opt in and out.
Stay Lawful — The law comes first, and fines aren’t fun. Ensure that you abide by local laws before implementing any strategy. Data protection is only getting stricter; you will save your reputation and resources by staying inside the lines.
Giants like Apple are changing the game to give back power to their users and protect their identity and information. Campaigns led by Spotify and Netflix rely on consumer data to personalize playlists. However, these companies ask their customers for permission, provide transparent information about data usage, and give the option to erase their history, which has contributed hugely to their brand success.
There is no doubt that targeted ads are a win-win for both consumers and businesses. It is also true that too much of anything is unacceptable. As a business, you need to master the balancing of personalization and protection of your users’ data.
