The age of Big Brother is here.
Seems like privacy gets more limited every year especially online. Google tracks your e-mail content to dish out marketing ideas while selling the data to other marketers, the US government hacks into iPhones to extract your information, every move you make is tape-recorded and possibly shared, and these are just a couple of examples of the disintegration of personal privacy.
And, the law lags.
For instance, the government used a law from 1789 called the All Writs Act (remind me once again which part of the internet existed in 1789) to order Apple to break encryption on its iPhone. Not only doesn’t the law particularly use to digital details, duh, but judges weren’tunderstanding technology to the point where they can effectively render opinion upon which to sign warrants.
Privacy, convenience, and marketing
At the same time, the web gets stalker every year.
Yesterday, I participated in a day-long occasion sponsored by Salesforce and, while I like their tech, they’re leading the commercial charge on stalking clients. They even went so far about distribute RFID chips to track where attendees went and scanned QR codes on our badges so they might market to attendees of specific sessions. I’m not huge on personal privacy, however that went a little far even for me. Absolutely weird.
And the IoT (internet of things) presents an even terrific chance for businesses to track personal movements and habits in such a way that really ups the game on stalking.
Balancing personal privacy and convenience
The main reason I’m not a raving privacy supporter is because I acknowledge the benefit provided by sharing info with companies.
We tend to think in black and white.
Businesses and advertising bad (black).
That’s just not the case. Sharing personal information makes our lives easier. For instance, cookies make it simpler for us to browse the web without needing to return to details at every turn.
Offering information to companies allows them to supply necessary details and marketing. Let’s say a company has a new product that fixes an issue you have. Advertising lets you know about this great solution which’s a value, not a problem.
Likewise, acknowledge that you’re visiting advertising. That’s the way Facebook or a TV channel pays the bills. No marketing, no entertainment or paid home entertainment. Wouldn’t you choose advertising for products you might want to purchase versus marketing for something you couldn’t use. Keep in mind the old days where women were deluged with ads for penis enlargement? That’s exactly what you get when ads aren’t targeted to the needs of the recipient. Personally, I’d rather see advertisements for products I may require.
I love Facebook. I realize it’s not everybody s cup of tea, but, if advertising is the expense I incur for using Facebook, so be it. Which reminds me, I saw something last week in The Motley Fool about users paying to post on Facebook BTW, this is satire. Would you be willing to pay? Of course not, so marketing keeps it complimentary.
Sometimes we’re prepared to trade privacy for convenience. My Facebook is totally open, but I’m careful in what I share there. I guard my own personal privacy by not sharing everything.
Privacy and marketing.
Businesses need to understand the trade-off between privacy and benefit. It’s a value exchange.
One of the sessions I went to the other day was for Pardot. Once again, I love their tech, but the example they used explain failures of marketers understanding the value exchange essential to acquire private details.
In their example, a user provided private information (name, address, etc.). This permits the company to associate an IP address with a real individual, then track their movements. With Amazon, I’m more than ready to compromise privacy in exchange for tips on items I might like or relieve in ordering I wear t have to reenter my personal info every time I position an order.
The example used by Pardot was purchasing socks online. Bleh, I’m not interested in supplying details in exchange. If I m a company client who regularly purchases socks to equip my store, I’m pleased to provide details as part of constructing a relationship with the provider.
The lesson here is to make the exchange and even one. Supply sufficient value in exchange for personal info. I’m not going to register on your site for nothing and, if you limit my use because I wear t wish to register, you re most likely losing customers.
Wow, the IoT makes the problem of privacy really vital.
Now, rather of sharing my online history or photos of my feline with the world, I’m now sharing totally personal info including when I’m home, what programs I enjoy, where I am, how many Twinkies I go through in a week, how many people reside in my home, etc. We’re talking genuinely intimate information without an off-switch allowing some self-censoring of details shared.
That smartwatch or FitBit, transfers information that others can use. Recent details show the potential for hacking into Waze, a popular mapping service utilizing crowdsharing to enhance efficiency.
Yesterday, I learned how clever my choice to NOT sign up for OnStar really was. For a minimum of about $20, not only do I get diagnostics on my car and remote unlocking services, I get ads served right through my phone or guidance system.
Here’s how it works. Let’s say I am routing to a sporting occasion or Grandma’s house. Companies prepare projects to reach me with targeted ads. I may get a parking ad on my way to a sporting occasion or an ad for a coffee store near Grandma’s house.
Some folks might enjoy this and find it valuable. I truly don t desire the interruption when I’m driving heck the roadways around DC are unsafe enough without motorists seeing ads along the route. (Waze does the same thing, which is one of the reasons I weren’t use it). While I accept advertising as a fact of life, I truly wear t wish to see it while I’m driving.
Believe about the other choices for businesses provided by IoT. Businesses know what time you eat supper or exactly what day you did laundry because they can track use of these smart gadgets.
Secret take-away use consumer details sensibly.
A more severe concern with all this keeping of personal details is the absence of security for many databases. Sure, nothing is actually going to stop somebody with skill identified to break in, however many firms don’t even make it really challenging to get access to someone’s personal details.
Before companies collect more personal details to help them market to clients, they need to beef up security for their devices and databases. They likewise need to have policies and procedures that stop employees with legitimate access to customer details from sharing that information by accident or for personal gain.
It’s time for the law and company practices to catch up with Web 2.0, because Web 3.0 is here.