![]() ![]() The implications for marketers are obvious. However, the consumer is now unknowingly complicit in handing Apple control of the pipes and the data while believing the real value proposition here is protecting their inbox. A win for Apple (well played) and, initially, what may seem like a win for the consumer. Ultimately, the user is establishing an even deeper relationship with Apple and not with the brand they intend to engage with. ![]() According to Apple, this feature allows users to “create unique, random email addresses to use with apps, websites and more, so your personal email can stay private” (meaning only shared with Apple). A walled garden by any other name: Apple Hide My EmailĪpple’s “Hide My Email” feature is a great demonstration of the complicated relationship between advertisers, publishers and consumers. Consumers get that there is no free lunch, but this is not the same as assuming you own the rights to their identity data and preferences because you told them so in your fine print (that they likely didn’t read). In Cisco’s 2022 Consumer Privacy Survey, 81% of respondents agreed that the way that organizations treat customers’ personal data indicates how they view and respect consumer privacy.Īs digital technologies and the Internet of Things (IoT) evolve, consumers are increasingly aware of the ways their personal data is being used and growing less comfortable with their data being monetized without their active participation. On top of consumers’ demand for more personalized marketing, we are now at the forefront of heightened expectations for privacy and transparency. This means knowing exactly who your customer is, what to say to them and how to respect both their privacy and shopping preferences has become increasingly difficult, all while the consumer expects it more than ever before. When cross-platform data transfer is impeded, tracking customer journeys becomes nearly impossible. These restrictions can negatively disrupt the customer experience. Without feedback data and the ability to port data, it can be incredibly difficult to gauge the effectiveness of your campaign and understand if you’re reaching the right people at the right time for the right costs. Since these closed platforms own their audiences and take control of any data uploaded into their system, advertisers and publishers don’t receive the benefits of valuable bi-directional information flow, and consumers suffer. ![]()
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