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Personal privacy and consent marketing: The new competitive battleground?
Lena Roland, Event Reports, Trajectory Trends Breakfast Briefing, November 2013
This report addresses the issue of privacy in data collection methods, arguing that it is a key concern for many consumers.
This report addresses the issue of privacy in data collection methods, arguing that it is a key concern for many consumers. Many people have taken action online to mask their digital foot print, with increasing numbers of people expressing concern about how their data is used. Many are willing to share their data in return for tangible rewards, but this applies only when they are aware of the trade being made. Brands should consider the short term benefits of collecting consumer data in the context of long term reputation: brands that do not address privacy concerns are likely to suffer in the longer term.
Informed, uninformed and participative consent in social media research
Daniel Nunan and Baskin Yenicioglu, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 791-808
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment.
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment. This reflects the much wider range of data available online and the key role that social media now plays in interpersonal communication. However, the process of gaining permission to use social media data for research purposes creates a number of significant issues when considering compatibility with professional ethics guidelines. This paper critically explores the application of existing informed consent policies to social media research and compares with the form of consent gained by the social networks themselves, which we label ‘uninformed consent’. We argue that, as currently constructed, informed consent carries assumptions about the nature of privacy that are not consistent with the way that consumers behave in an online environment. On the other hand, uninformed consent relies on asymmetric relationships that are unlikely to succeed in an environment based on co-creation of value. The paper highlights the ethical ambiguity created by current approaches for gaining customer consent, and proposes a new conceptual framework based on participative consent that allows for greater alignment between consumer privacy and ethical concerns.
Ads are watching me - A view from the interplay between anthropomorphism and customisation
Marina Puzakova, Joseph F. Rocereto and Hyokjin Kwak, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 513-538
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous. Marketing academics and practitioners alike have begun to investigate various communication styles and functionality designs of such decision aid systems. One variant of a design of a recommendation agent is to imbue it with humanlike features (i.e. to anthropomorphise it). However, academic research is silent with respect to whether this type of design would lead to more favourable consumer evaluations. To fill this gap, our research investigates the downstream consequences of anthropomorphising a recommendation agent, when the recommendation itself may require the exchange of personally sensitive information, and the message is customised. The results of two experiments reveal that, when a message is customised, the effect of an anthropomorphised recommendation agent on attitude towards the advertisement is predominantly negative and is mediated by consumers’ unwillingness to provide personal information to an anthropomorphic recommendation agent, as well as by greater psychological resistance towards the advertisement. Our research concludes with theoretical and practical implications, as well as further research directions.
Education, negotiation and the future of consumer privacy
Lena Roland, Event Reports, Powering Trust Roadshow, October 2013
This event report addresses the major issues currently shaping the online privacy debate. Consumer awareness of the potential threats has increased enormously in recent years, largely thanks to considerable press coverage of the subject.
This event report addresses the major issues currently shaping the online privacy debate. Consumer awareness of the potential threats has increased enormously in recent years, largely thanks to considerable press coverage of the subject. Marketers now need to make the case for behavioural advertising, emphasising that it helps support the internet economy and has wider benefits for consumers. They must also be more transparent about current practices in this area, and be prepared for more consumer empowerment and a process of "negotiation" over data.
How online habits are changing: New trends from the Future Foundation
Emily Barley, Event Reports, nVision Global Client Conference, October 2013
This event report discusses some of the online trends outlined by the Future Foundation at its Global Client Conference.
This event report discusses some of the online trends outlined by the Future Foundation at its Global Client Conference. Among the main themes emerging from its research were that consumers remain keen to engage with brands on social media, and are welcoming of many forms of branded content. Equally, however, there is a parallel shift towards anonymity. Tapping this latter development may offer a new and interesting way for brands to conduct market research, as it could provide for deeper, freer discussions among shoppers who feel less worried about the judgements and opinions of others.
Big Data = Big Problems?
Jason Mander, Future Foundation, August 2013
This article discusses developments in Big Data, raising the concern that Big Data could lead to too much personalisation.
This article discusses developments in Big Data, raising the concern that Big Data could lead to too much personalisation. It focuses on the entrenched idea that personalisation is key for the future of content and questions whether consumers actually want everything to be uniquely personalised. Consumers like to be individual but still enjoy feeling part of a group. The article explains the idea of 'unique belonging' and the way in which people like to share content to gain recognition.
When marketing met Big Data
Colin Strong, Market Leader, Quarter 4, 2013, pp. 32-35
In the era of Big Data, this article argues for the need to apply a more holistic, human approach to understanding consumers.
In the era of Big Data, this article argues for the need to apply a more holistic, human approach to understanding consumers. Big Data has many benefits and is being used in ways that transform how the consumer touches the brand and the application of online advertising. But purely data-driven decisions can fail to properly understand the real world. Data-driven approaches can cause consumers to feel a sense of 'creepiness', can increase the number of false positives and often ignore the broader reasons for consumer choices. Hybrid approaches that combine Big Data with conventional market research are advocated.
Market research and the ethics of big data
Daniel Nunan and MariaLaura Di Domenico , International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 505-520
The term 'big data' has recently emerged to describe a range of technological and commercial trends enabling the storage and analysis of huge amounts of customer data, such as that generated by social networks and mobile devices.
The term 'big data' has recently emerged to describe a range of technological and commercial trends enabling the storage and analysis of huge amounts of customer data, such as that generated by social networks and mobile devices. Much of the commercial promise of big data is in the ability to generate valuable insights from collecting new types and volumes of data in ways that were not previously economically viable. At the same time a number of questions have been raised about the implications for individual privacy. This paper explores key perspectives underlying the emergence of big data, and considers both the opportunities and ethical challenges raised for market research.
Advocacy: All eyes on online privacy
Daniel L. Jaffe, ANA Magazine, Summer 2013, pp. 53-54
This article asks how the marketing industry can maintain and foster the growth of the Internet, without endangering deeply held concerns about individual privacy and autonomy.
This article asks how the marketing industry can maintain and foster the growth of the Internet, without endangering deeply held concerns about individual privacy and autonomy. It describes how the Digital Advertising Alliance (DAA) was set up as a self-regulatory body and how it is helping consumers to become better informed about online behavioural advertising. However, other challenges that the industry must face include the "Do-Not-Track Online Act" and makers of internet browsers who intend to add Do-Not-Track features to their browsers as default.
Google Glass: A lens on the future?
Kinetic Futures, June 2013
This article provides a summary of what Google Glass is, what expectations are for its uses and how it is likely to affect out-of-home (OOH) marketing.
This article provides a summary of what Google Glass is, what expectations are for its uses and how it is likely to affect out-of-home (OOH) marketing. Glass is an eyeglasses-style wearable computing device, in many ways like a smartphone. It is controlled with voice commands and simple gestures like nodding or blinking and is designed as a peripheral device, its use ancillary to other tasks. Signalling our changing relationship with technology and regardless how successful it will ultimately be, it raises questions for developers, consumers and regulators. However, the user base for Glass will remain extremely small for the foreseeable future. Factors likely to delay adoption include the device's expense, novelty, and the challenge it poses to existing social norms. However, its introduction reinforces the need for the outdoor sector to understand and respond to the use of personal devices in out-of-home environments.
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