The fight for control of our data is going to be expensive

The scandal with Facebook and Cambridge Analytica and the recent change in data protection legislation ( RGPD ), have raised our consciences regarding the privacy and control of our data.
It is not something new, we have been hearing complaints about “ads that know what you are looking for and are chasing you”, problems in social CMO Email Lists due to not having criteria about what content to share (which in some cases has caused great damage) cases are numerous.In my opinion the root problem is in ourselves. The Internet has evolved at great speed and we have not had time to assume the consequences. Everything goes so fast, and many times we are so comfortable, that we prefer to “click” before thinking about what we are doing.We tend to blame third parties: Facebook such, Google such, etc. And yes, it is possible that on more than one occasion they have crossed the line, but in the end the responsibility for our privacy on the Internet is ours .
We are the ones who decide to accept without reading the terms of service, the ones who prefer to connect with our Facebook account to a website, the ones who install applications and give them access permission for “everything”, etc. and those of us who share things in public without thinking about the consequences.

We need to be able to easily control what, with whom, how and when we share our data
I am totally in favor of using the Internet that allows us to have total control over the data we share. But this would be of no use if we as users do not commit ourselves to being more responsible.
I think both scenarios are a matter of time.
As with many technology adoption processes, we are lurching around, going from one extreme to the other.The fight for the privacy of our data is going to be expensive … for all of us
Why do I say that it will be expensive for all of us? Let me explain.
On the one hand, companies . According to a study carried out in December 2017 by Accenture in the United States , 44% of respondents (worldwide) felt frustrated when websites / online services were not able to offer a personalized service and on the other hand, 49% you were concerned about the use of your data when subscribing to a website or services designed to offer you a personalized experience that anticipates your needs.On the one hand, we want a personalized service, but on the other hand we are afraid to share our data because we do not know or do not understand well what is going to happen with this information.Problems partly caused by a lack of transparency of said services and partly due to our ignorance.
It is estimated that the lack of personalization and trust in companies, generated a loss of 756 billion dollars (only in the United States) in 2017. Since these problems caused 41% of respondents to change companies.
If we take into account that this study was conducted before the Cambrigde Analytica scandal and the GDPR legislation change , we can imagine the magnitude of the problem for companies today.

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Summarizing the situation, I leave one of the cartoons of Tom Fishburne in which perfectly explains words that
Tom Fishburne – Marketoonistin this current scenario we all lose .
It is clear that situations that were unfair and / or abusive will be solved, but on the other hand the quality of the service will decrease and therefore our level of satisfaction.If we completely block access to our data, how will they be able to give us a good service?
It is as if we entered the neighborhood store incognito and did not have any interaction with anyone. We could buy the products, but we could not ask for recommendations, nor could they recommend new things based on how much they know us.
I personally believe that the situation is not resolved, nor is it close to being so. Until the control is in the user himself and not in the dozens of websites and apps that we use, it will not begin to be real at all.
An example is the current solution to the transfer of data to the webs. Do we really think that users are going to read each privacy and cookie notice on each site? For me the current solution serves to comply with the law, but little else.
Where does this lead us? Do we share our data or not? With whom if and with whom not?Strong brands and well-informed users are the solution As I said at the beginning, the control DE Phone Number  over our data belongs to the users . If we inform ourselves well before sharing them and if we have a clear criterion, we should not have problems.
But of course, the problem still remains for companies. As much as they solve the problem of data control, what happens if users do not give it to them?Only companies that have earned the trust of their audience will be able to count on your data to personalize their experience .And who are those brands? Those that in addition to offering impeccable service have built a strong brand beyond the functionality and price of their productsThe rest may try to force you by “forcing” you to give up the data to provide the service, but this can be too high a barrier and the source of many problems.The image accompanying the article ( frustration ) is from ShutterStock

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