A future at stake

Marketers need detailed information from consumers (increasingly available through technology) if they are to achieve more efficient communications.

A future at stake

Daniel L. Jaffe

Privacy and information security issues are two of the most important, yet undervalued, questions facing the marketing and advertising community. If we do not pay sufficient attention to the ticking time bomb that is the adequate handling and protection of consumers' personally identifiable data, our ability to radically transform the marketplace with more personalized, effective, and well-targeted advertising could blow up in our faces. The government will almost certainly step in and impose a rigid privacy regime that will undermine the future of marketing.

With an increasing number of Americans expressing concern about...

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