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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.
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.
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.
Unilever, Nestlé and G14 Mediabrands: Brand and agency insights from IAB Interact 2013
Joseph Clift, Event Reports, IAB Interact, May 2013
A report from IAB Interact 2013, focussing on client and agency presentations that highlight contemporary trends and themes for the European online advertising market.
A report from IAB Interact 2013, focussing on client and agency presentations that highlight contemporary trends and themes for the European online advertising market. The main points are: that big brand owners are embracing differing digital strategies, with Unilever embracing mobile and word-of-mouth as Nestlé focuses on internal engagement; that privacy concerns remain paramount – although consumers may be more savvy about sharing their personal data than is commonly assumed; and that real-time buying is a major coming trend, but its potential to depress or increase ad rates remains undetermined.
Welcome to the decade of mobile: Google, eBay and The Guardian at IAB Mobile Engage
Joseph Clift, Event Reports, IAB Mobile Engage, May 2013
This report, from a mobile marketing conference organised by trade body IAB UK, covers creative and platform strategy, as well as privacy issues.
This report, from a mobile marketing conference organised by trade body IAB UK, covers creative and platform strategy, as well as privacy issues. The main themes of the day's presentations are: that mobile ownership is ubiquitous, with cutting-edge devices now firmly in the mainstream; that brands might be falling short, both in failing to adopt a consumer-centric mobile strategy, and in failing to see mobile's place inside the broader network of media used by consumers; and that privacy also remains an unresolved issue, though people may be more open to sharing data than is commonly perceived.
Space, progress and our "digital destiny" - highlights from SXSW 2013
David Caygill, Event Reports, South by Southwest Interactive, March 2013
In this article, David Caygill, creative technology director at iris worldwide, looks at some of his personal highlights from South by Southwest Interactive 2013.
In this article, David Caygill, creative technology director at iris worldwide, looks at some of his personal highlights from South by Southwest Interactive 2013. These included the need to reconsider the current notion of "progress", assessing the "digital destiny" of consumers, industries and technologies, and the intriguing prospect of commercial space travel.
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