As this semester comes to an end for me, I wanted to take this opportunity to say thank you to those of you that have continued to read my blog. I will continue writing about the new and interesting things I am learning, but the frequency will likely slow down. With the end in sight I also wanted to take this time to reflect on emerging media and some common themes we have discussed throughout the last nine weeks.
As a marketing professional, the new world of emerging media is exciting. There is always something new to learn and there are constantly new ways to reach consumers and learn more about them. Big data is at our fingertips and is becoming more important in the day-to-day operations of many businesses. Without the growing databases and new ways to retrieve data, personalization in marketing would be non-existent. As we have learned over the years, personalization, or one-to-one marketing, has proven to be a great technique that allows us to build stronger relationships with consumers through conversation using various media platforms.
From a consumers perspective, however, we must be mindful and take caution. While emerging media is as exciting for consumers as it is for marketers, it also is a means for some companies to take advantage of our fast-paced lives. For example, how many of you actually read terms and conditions agreements before you click agree? My guess is very few because we are too busy to read it and we assume it says nothing important. How many of you are aware of the data you have agreed to share with websites, app developers and your mobile carrier? Did you know that some apps have access to your camera and audio and can use these at any time, whether you are using the app or not? Did you know that you granted these apps and websites permissions to do this? You did-you agreed to the terms and conditions.
I am a marketer and I work heavily with data, but I do believe there are lines that should be drawn and there are some issues with how data is being gathered and sold by some companies out there. As we move forward in technology at a rapid speed I suggest this first and foremost: READ terms and conditions agreements. There may be information you absolutely do not want to share that the app has full permission too. Also, when you are driving down the road and you turn on your phones navigation and allow the phone to track your location, don’t forget to turn it off if you do not want data collectors knowing where you are, where you’ve been and where you may be going. The last important note I can make here is to research how to protect your privacy via different devices. This will become even more important as more of our household items become connected.
There is a new technological world ahead of us whether we are ready for it or not. Through the Internet of Things we will become completely connected. It is important to learn best practices now and to continue to educate not only yourself, but your children and parents as well.
Now here is your food for thought. I have often wondered this throughout the semester…How much of your privacy are you willing to share to have marketers give you what you want, when you want it, through the medium that you prefer? Are you willing to risk it all?
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