Privacy matters: Marketoon of the Week
Compliance isn't the only standard.
In this week’s Marketoon, we see a less virtuous stance on privacy.
Fishburne’s take: “We value your privacy” is one of those meaningless marketing phrases, like “your call is very important to us” or “we’re all in this together”, where actions speak louder than words. A Deloitte survey found that 91% of US consumers consent to terms of service without reading them. For younger consumers 18-35, this was even higher, at 97%.
Why we care. Because of the data insights, a call from a customer is very important to marketers. Same for SMS, chatbots, tweets and the occasional email. Because not every customer has a law degree, they may not be able to keep up with every way that a given brand is acting in compliance with local regulations. Therefore, in addition to all the fine print that your customer hasn’t read though and memorized, marketers should understand and define what the customer’s expectations are regarding privacy and relevant messaging. If you don’t meet the customer’s terms, legal or otherwise, they are likely to drop you.
Identity resolution is not only critical to marketing success but is essential for compliance with consumer privacy laws such as CCPA and GDPR. Explore the platforms essential to identity resolution in the latest edition of this MarTech Intelligence Report.