Good morning: Is it okay to be surveilled?
Plus eight CX predictions for 2022.
MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.
Good morning, Marketers, and when is it okay to be surveilled?
As our story about use cases for geofencing explains, location marketing has to be tightly bonded with a respect for privacy. In other words, it needs to be consent-based. But wait, why would I give some app the right to surveil me?
Well, there are lots of reasons of course. It could guide me to products and services I need, it could offer me discounts for purchases close at hand — it could save me a lot of trouble. What makes me less comfortable is the idea that it might keep a record of all my movements, and keep it indefinitely.
As usual, it all comes down to trust. Do I trust this brand? Does it appear to share my values? Do I want it in my life? Marketers need to ensure that the answer to all those questions is: “Yes.”
What we’re reading. CX advisor Adrian Swinscoe’s eight customer experience predictions for 2022. Number one, especially, which is right on the money.