Nowadays, information is plentiful and the Internet allows consumers to extend their reach internationally. In addition to expressing themselves through blogs, videocasts, webcasts, podcasts, and online communities like Facebook, consumers can communicate and provide feedback in real-time. This also applies to brands who now have very efficient technology at their disposal to appeal to consumers, improve and maintain their image, and adapt it when necessary. In fact, as Cédric Deniaud, Internet consultant, states: “A brand that targets youth must integrate youth’s communication, analytic and sharing tools in order to remain on the same page as them.” This brings an interesting debate on giving up privacy to have easier-to-use websites.
My opinion on the question is obviously tinted by my background in marketing. I understand that some individual consider privacy an absolute right and that many people are concerned about their privacy in an abstract sense. I believe that the concerns surrounding privacy and personal information gathered by websites could be largely diminished if consumers knew they were not just serving corporate interests, but receiving VALUE from “selling” their privacy. According to a Harvard quarterly business report published in 2004, customers have shown that they are willing to release personal information if they can profit by doing so1. Furthermore, in a special report on social networking published by the Economist on January 30, 2010, Mr Zuckerberg, co-founder of Facebook, told an audience in California that he believed social norms had shifted and that people have become willing to share information about themselves more widely2.
Richard Purcell, Chief Privacy Officer at Microsoft, argues that cookies are a great asset to companies and consumers. They facilitate shopping on the Web and help businesses tailor information and offerings for customers. To my knowledge and for as long as I can remember, there has never been total privacy in commerce. Companies and consumers have always exchanged information, and there has always been an assumption that organizations had to manage personal information in a responsible way. That continues today, but the flow of information has been accelerated and amplified by the spread of the Internet and other technologies. In a way, we have brought it upon ourselves! Information used to flow one way from organizations to consumers. Web 2.0 has open a bi-directional communication channel where consumers voice their opinion, critique, and ask more of what were once untouchable superbrands. These companies are now finding ways to better understand consumer trends in order to enhance their client’s browsing experience.
In turn, the need for trust has grown dramatically and I would give up my privacy in order to have easier-to-use websites as long as companies try to prevent abuse by empowering consumers, educating them on what information is being tracked, and enforcing tighter privacy regulations not buried in an obscure corner of their websites. It is of paramount importance that consumers know who is gathering information about them and that they be willing to participate. If consumers clearly understand how and why companies are using cookies, both sides can tailor the experience to fit users’ preferences without undermining the technologies being employed and without sacrificing privacy and security.
1John Hagel and Jeffrey F. Rayport. “The Coming Battle for Customer Information.” McKinsey quarterly report 1997
2The Economist, Privacy 2.0 – Give a little, take a little, January 30th 2010 p.18
by Pierre-Olivier Descoteaux. Director of Sales, Marketing, and Communications at SherWeb, Pierre-Olivier has been with the company since 2005. He holds a bachelor of commerce from McGill University and a Master in marketing and communication from HEC. He is presently completing a Certificate in web intelligence from the University of British Columbia.
Bibliography
- Deniaud, Cedric. “Importance du web participatif pour les marques.” Le blog de Cedric Deniaud. Avril 27, 2007. http://cdeniaud.canalblog.com/archives/2007/04/25/4736686.html
- The Economist, Privacy 2.0 – Give a little, take a little, January 30th 2010 p.18
- Purcell. Richard, Chief Privacy Officer at Microsoft’s. Interview at Microsoft World Partner Conference in 2007.
- DfiAWING BY ELWOOD H. SMITH. “As consumers take control of information about themselves,companies will have to pay for it.” Harvard Business Review, January- February p.53-65
- McCreary, Lew. “What Was Privacy?” Harvard Business Review. October 28. p. 123-129
- Rotrou, Guillaume. “Web 2.0, nouvelle donne pour la publicité et le marketing.” Le Journal du Net. Octobre 24, 2006. http://www.journaldunet.com/tribune/061024‐rotrou.shtml
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