The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms

Chapter 6The Privacy Paradox

Special Contributor: Bennie Smith

The Platform Marketer wants nothing more than to meet consumer expectations by delivering a rich, personalized experience across the devices they love and constantly use. The Platform Marketer dedicates significant resources toward making that a reality. And while consumers intuitively know that those experiences are informed by information, they are often reluctant to provide it. They are often uneasy with the idea that marketers may have access to information about them to which they don't have visibility themselves. This reflects the commonly held definition of privacy as “the right to be let alone,” and it speaks to consumers' desire to be in control of how, when, and with whom they interact. To add to the challenge, marketers don't always know how to ask for the data or how to use it in ways that meet the needs and expectations of the consumer.

For the Platform Marketer, therein lies the opportunity. It's the Platform Marketer who can chart the course that results in respectfully reaching the consumer; delivering value into the customer relationship, regardless of channel, device, or platform; incorporating a full understanding of the challenges and sensitivities of each touchpoint; and remaining in full alignment with both consumer preferences and corporate objectives.

Consumer Concerns

In order to find solutions that address consumers' concerns around privacy, it's important to listen to what they are saying. ...