New broadband privacy rules make brand more important
Tom Dougherty, CEO – Stealing Share
27 March 2017
Audiences will only accept this from brands they prefer
Another important vote snuck in under the shadow of the failed Trumpcare one. The Senate eliminated broadband privacy rules that prevent carriers from engaging users in online advertising.
Advertisers and carriers alike are rejoicing the vote. They can now use your data to customize advertising without forcing you to opt-in for those emails, newsletters and such. They can just do it willy-nilly based on your online activity.
We’re entering a new era of customer profiling. One that’s not much different from Tom Cruise walking into a mall with targeted advertising all around him in Minority Report.
“But brands with emotional meaning to their audiences will overcome any sensitivity. Brands that connect beyond online behavior.”
Only now it’s an online profile you won’t be able to escape. The new broadband privacy rules are different than remarketing, where you see an ad from a website you just visited. No, this is creating a profile of you based on what you do in cyberspace.
New broadband privacy rules make brand preference crucial
If this sounds like Big Brother, brother, it is. Many brands grow increasingly frustrated with how to reach target audiences. Traditional avenues are becoming less important. Social media is basically a crapshoot.
Now, carriers will sell your profile and contact info to advertisers so that an email will pop up relating to your location, interests and even, uh, your sexuality. It’s not quite the goldmine advertisers had hoped for, but it’s close. It is, in effect, online wiretapping.
Some rules will remain in place. You can still opt-out or unsubscribe when you are targeted. But it’s still gonna be unnerving.
Advertisers should be wary of the new broadband privacy rules, at least early. Target audiences will feel invaded. They will reject you based on that.
Eventually, audiences will become comfortable. But brands with emotional meaning to their audiences will overcome any sensitivity. Brands that connect beyond online behavior. The new broadband privacy rules are basically usage and attitude data, which only gives you shallow insight.
No, like always, target audiences embrace brands that are reflections of their own beliefs. Their own self-description. This avenue is only as valuable as the brand is.
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