Using Privacy to Enhance Your Brand ClickZLive SF via Adlerlaw
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Whether poor privacy practices in your industry are perceived as a weakness, or third party privacy advocates are perceived as a threat, privacy can be an opportunity rather than a liability. Reputation and brand protection have been identified as two of the biggest drivers behind increased IT spending to address security threats. Being a privacy champion enhances your brand and helps differentiate you from competitors. Learn why current practices do not depict companies as defenders of privacy and the keys to positioning your brand to benefit from the growing awareness of privacy concerns.
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Using Privacy to Enhance Your Brand ClickZLive SF via Adlerlaw
- 1. August 29-31, 2016 | www.clickzlive.com/sanfrancisco | @clickzlive | #CZLSF Defenders of privacy benefit from the growing awareness of privacy concerns. Using Privacy to Enhance your Brand
- 2. @clickzlive | #CZLSF Privacy is about Trust • Self interest • Trust = penultimate asset • Trust in the digital space • Respect = control of collection, storage, access, and use
- 3. @clickzlive | #CZLSF Evolving Notions of Privacy • Snowden’s Effect • Uncertainty about safety of Core aspects of Privacy • Scope • Commercial v. Criminal • Privacy in a commercial contexts – what’s required?
- 4. @clickzlive | #CZLSF Privacy and Brand Identity • Requirements -/= Best • Wyndham = Floor • Regulated Industries • Hazards of weak protection • Perception issues
- 5. @clickzlive | #CZLSF Marketing Touches Key Areas • Perception of the Industry • Reputation + Brand protection = biggest drivers of IT spend • Ongoing IT spending to address security threats A PRIVACY CHAMPION ADDRESSES DIGITAL BUSINESS THREATS AND WEAKNESSES WHILE BUILDING TRUST
- 6. @clickzlive | #CZLSF • Privacy is about Trust • Frequency and size of breaches/surveillance are challenging notions of privacy and security of personal information and eroding trust in key institutions and modes of commerce • Trust is a key asset of Brand Identity and effectiveness
Editor's Notes
- Warm-up: Mr. Robot or Halt & Catch Fire fans? -Social commentary that shines light on different aspects of tech & society -Benevolent v. Evil? Unprecedented time with respect to customization, personalization and the questions raised about personal privacy. The success of Personalized Marketing funnels down to 1 words: TRUST.
- Tell you a quick story about trust: Teen? How do we get everyone on board with the idea of a coed sleepover? Mom? Are you kidding me? Teen: Mom, these are those kinds of girls. These are respectable girls Deerfield, educated, conservative Mom: if they are that type of girls then show them the respect they deserve and don’t even ask. For a brand, the biggest asset = consumer trust Digital marketing professionals tread a fine line balancing personalization with privacy concerns. 91% of adults feel they have lost control over how personal information is collected and used by companies. 88% of adults feels its very difficult to remove inaccurate information about them online. 80% of those who use social networking sites say they are concerned about third parties like advertisers or businesses accessing the data they share on these sites. 70% of social networking site users say that they are at least somewhat concerned about the government accessing some of the information they share on social networking sites without their knowledge. Respecting customer privacy by giving them control over collection, storage, access, and use of their personal information.
- Snowden effect – notions are changing due to new revelations about surveillance and the frequency and size of data breaches The scope of surveillance is alarming the public suffers from “a cloud of personal “data insecurity” that now looms over many decisions and activities. According to a 2015 Pew Stud, many Americans fee core aspects of their privacy are being challenged While both Commercial & Criminal implications, we are only concerned with commercial Context: Sometimes hard to understand b/c not universally protected – in US = some State, some Fed = Who protects? Privacy in a commercial context – what’s required> Multi device, multi screen, multi network Online only, online + offline
- Importance of Privacy to Brand Identity What’s required not always what’s best; Tendency toward adhering to Minimum requirements. What’s floor? Wyndham: While the FTC v. Wyndham case provides a baseline for incompetence, it does not provide a clear rule on minimum adequate practices. Perception issues majority of Americans believe it is Very important 93% of adults say that being in control of who can get information about them is important; 74% feel this is “very important,” 90% say controlling what information is collected about them is important—65% think it is “very important”