Personal privacy and consent marketing: The new competitive battleground?

Lena Roland

Underhand tracking, hacked passwords, clandestine email surveillance, data breaches, endless tweaks to Facebook's 'Data Use' policy and the recent National Security Agency (NSA) scandal have brought privacy issues to the fore.

Who owns consumer data? Who has access to it? Where is it stored? Can it be deleted? These were some of the questions raised at a recent breakfast briefing about the future of personal data hosted by Trajectory Partnership, the London-based consumer insight and futures consultancy.

Today's marketers have access to more consumer data than ever before, enabling brands to create highly targeted and personalised advertising campaigns. But increasingly sophisticated technology such as online cookies, geo-location mobile phone tracking and facial recognition can leave consumers with a growing sense of unease and leave companies with the dreaded "creep factor".