Has the internet changed the nature of the way shopping occurs in stores these days? more
To a society fascinated with the process of buying and consumption, a great retail experience should be of significant importance; yet despite the fact that 90% of dollars are spent “in store,” the media are crowded with stories and analysis of “online experience” but scant mention is made of the ways in which we can improve the “in-store” experience for consumers.
The convergence of mobile and online brings new Privacy challenges, and Novitaz keeps a constant watch on the privacy landscape to keep abreast of, and conform to, best practice.
Our view of a ‘best practice’ approach to privacy can be summed up in 3 guiding principles:
Clarity: Be clear and express in explaining the information collected and held, it’s life-span and use.
Affirmative Express Consent: Consumers must actively opt-in to mobile marketing and advertising programs, and must be able to opt-out easily at any time.
Options: Consumers should be given options about the programs that they are opted-in to receive, the periodicity and content.
Mobile Privacy Policy In Action
A mobile Ad Channel faces specific challenges with respect to privacy.
What will you actually do to preserve and protect privacy and maintain the spirit of privacy? Embed these 4 operating principles in all that you do:
1. Consumers must be informed and be positively offered the option of opting-in or out.
2. Consumers will receive only meaningful and pertinent marketing messages, relating to their opt-in.
3. Consumers must only be identified by encrypted id’s which have no meaning outside the context of the mobile channel.
4. Personal information is not shared with any 3rd parties without the consumers express permission.
By consistent, transparent and demonstrable adherence to these principles a mobile advertiser will maximize acceptance of their channel as a valuable means of communication between Brands and Retailers, and their customers.
Mobile advertisers must take the privacy of consumers seriously, whilst at the same time attract the maximum opt-in rate to the advertising channel. To make the service attractive and acceptable to consumers, it is necessary to demonstrate the highest level of integrity and assurance to consumers.
Mobile advertisers will achieve this by constant vigilance of their practices in relation to privacy legislation and best practice, and an open commitment to be a safe and trusted provider to customers and users.
Comments?
