High-profile hacking cases and daily bombardments of unwanted marketing interventions in personal browsing and leisure time are forcing consumers to rethink what data they share and with whom they share it. Marketers have to reframe the data issue, writes Rebecca Coleman.
Privacy – a word that sets alarm bells ringing for marketers and consumers alike. From TalkTalk to Ashley Madison, as threats and concerns escalate at pace, and growing calls for legislation threaten to drown out the potential value, to all parties, of data-sharing, we are beginning to see a seismic shift in attitudes and behaviours relating to privacy and security.
In a recent Guardian review of Alexa, the name given to the Echo device, Amazon’s voice-controlled personal assistant, author and computer programmer Ellen Ullman asserted that, with the dawn of the Internet of Things and in-home, in-car and on-body AI, we’re looking to a world of ever-more blurred lines. “The boundary between the outside world and the self is penetrated,” she said. “And the boundary between your home and the outside world is penetrated.”
Despite this, the article’s writer, Rory Carroll, concludes that, for him, the service offered by Alexa outweighs any breach of personal privacy. “I bow to the god of convenience. A day will come when I’m alone in the kitchen, cooking with sticky fingers, and I’ll need reminding how many teaspoons are in a tablespoon.” For the full article click here
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