Personalization can sometimes feel creepy, and we all know that creepy crosses the line. But what do consumers think about privacy and consent when it comes to their data?
In 2017, Netflix came under fire on Twitter for tweeting that it knew exactly who was watching what and when. While the tweet was intended to be lighthearted and funny, many users said it came across as creepy, kicking off a debate about digital marketing and the use of customer data. Privacy made headlines again in 2018 when news broke that consulting firm Cambridge Analytica had gained access to Facebook user data, compromising the privacy of tens of millions of users.
This incident and many others publicized in the media have caused an uptick in consumer concern about how organizations collect and use customer data to drive personalized engagements.
“Marketers and their brands have responded by establishing ethical frameworks for how they use customer data,” says Mike McGuire, VP Analyst, Gartner. “Over the next five to 10 years, we’ll see demand for the ethical treatment of customer data intensify as consumer trust decreases.”