The advertising age has just published their latest edition about big data and consumer shopping. In other words, companies, both online and offline, ramp up their data mining efforts to learn about consumer’s preferences, needs, wants and overall behaviour. Whilst marketers strive to improve behavioural targeting to reduce the invasiveness of advertising and increase the contextually meaningful placed information (advertising + context = information), it becomes clear that the privacy – vs. advertising data verge is continually growing.
Marketers need to understand, that consumers start to exercise their right for privacy stronger than in the past. Apps like Ghostery enable consumer to spot trackers online and with that gain some control over what they aim to disclose and what not. According to ghostery, knowledge + control = privacy, which is certainly well received in times of continuous NSA scandals and the flurry of big data discussions.
Marketers need to understand that with the increasing awareness of consumers about marketing or advertising tactics, contextually placed information becomes the corner stone to successfully engage with consumers throughout their customer journey. At the same time, one could think of an educational campaign to let consumers know about trackers, opt out possibilities and also the benefits of contextually placed information; e.g. to reduce advertising noise.