As most of us now click the mouse instead of the remote control in our spare time, advertisers and marketers have taken their techniques online. This adds a whole new level of creativity — more interaction with users and consumers. For example, in just a few days, Calvin Klein will launch their largest digital initiative to revamp the 90’s lifestyle brand that was initiated by ck one, a line of unisex fragrances. The new campaign will be highly interactive. With this whole new level of interactive creativity comes a a whole new level concerning trust and privacy issues.
Since the huge transformation from tv and print advertising to the Web environment, social media has had a positive impact on many businesses. Although businesses have taken advantage of connecting with audiences and fans on a more personal level, there have been concerns that users’ personal information has been shared unkowingly and unwillingly.
In response, there are many sites that will allow you to sign on using your Facebook or Twitter login. If you login via one of your social accounts you’ll then be informed that, by doing so, you allow personal data within your account to be accessed and used by the specific site you’re logging onto. It’s the same reason why you get phone solicitors calling you — companies buy and sell data for marketing and sales purposes. Similar to putting yourself on the “National Do Not Call Registry”, you can opt not to sign onto sites using your social media logins. Granted, things can be more complicated than that.
Facebook’s privacy settings can be somewhat daunting and they change often. I predict things will continue to change while kinks get worked out, companies vie for bigger pieces of social pie, and the rights of all parties involved are taken into account. Beyond specific sites, advertisers themselves can track Web surfing habits, gaining information about your interests and where you like to spend your money. Thus, they use that personal information to draw you into their advertising campaigns. In a small effort to protect consumers, certain browsers added a feature that blocks advertisers from tracking Web surfing habits. The problem with this is that the “Do Not Track” tool is only valuable if advertisers opt to use it. Google Chrome has their own “Personal Blocklist” solution.
A “Do Not Track” bill was introduced in Congress earlier this month. The bill offers the same solution as the “National Do Not Call Registry”. Consumers would be able to opt out of online tracking entirely, as opposed to one-offs specific to each site they may or may not log onto.
Facebook said they agree with the FTC’s report on privacy frameworks. There’s so much going on behind our computer screens and unless you’re in marketing or advertising, you are at the will of these businesses. Now is the time for these companies to be a little more transparent in order to build lasting relationships and trust with their supporters and potential customers.