Re: [projectvrm] How Marketers Will Win… And Why Concerns About Privacy are Overwrought

["Wunderlich, John" < >]

Graham;

The issue for VRM is not the marketing spend, it seems to me, but focussing on two of the other elements in that list of 15:

1. Engagement

5. Transparency

If companies engage directly with customers and are transparent with them then, in those circumstance, some concerns about privacy could be overwrought. That doesn't generalize to all concerns about privacy are overwrought. If you look at the actual statement (below), it is another variant of the 'privacy is dead' mantra. This is well worn ground except to note that effective VRM and effective privacy both start with imparting agency and control to the individual. Of course sharing of personal information is not going away. That's what humans do - with other humans. Companies will continue to have to earn that trust, instead of projecting their wishes on to customers.

The customers of Target, EBay and Home Depot know all too well that privacy is important. At the same time, and more relevant to marketers, the new generation of digital natives has grown up seeing the value in sharing everything. They want to share. They want personalisation. They see the tradeoff between what they are giving up and what they are getting as positive. Sharing personal information is not going away. In fact, it will become more widespread.

On Monday, December 8, 2014, Graham Reginald Hill < "> > wrote:

Hi Doc

 

The Economist Intelligence Unit recently interviewed six leading marketers (P&G, Unilever, etc) for their opinions about how marketing will change over the next five years. Out of the interviews they distilled 15 principles that marketers should be paying attention to. Principle No11 is 'Concerns About Privacy are Overwrought'. Sounds familiar? 

 

Economist Intelligence Unit

How Marketers will Win

http://futureofmarketing.eiu.com/?utm_campaign=EI2014%20-%20Email%2056%20-%20NEW%20-%20HTML%20-%2005122014&utm_medium=email&utm_source=Eloqua

 

Food for thought.  It is of course only their opinions, but as they do or did control billions of dollars in marketing expenditure over several decades their opinion is surely worth listening to. They are the sort of people that MeCommerce will have to pursuade to think differently if it to be anything other than just a comfortable middle-class libertarian obsession. So far, I would suggest it has not been entirely successful in doing that.

 

I wil respond to your earlier email when I have a little time. You deserve that (in both senses of the _expression_).

 

Best regards from Bristol, Gragham

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Dr. Graham Hill
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