My management memo this week featured an article on Google that highlights the scope of information they collect from users, and how that data is being used. Google has developed quite the portfolio when it comes to collecting customer information, and what may/may not be scary to users is that their technologies are becoming even more sophisticated.
This led me to the question: So how do marketers achieve the right balance between highly targeted campaigns, and maintaining customer privacy? Does such a balance even exist? Most internet users understand that the “free” online services they use will almost always come with a cost, which is usually sacrificing some sort of degree of personal privacy. It’s how these businesses make their money, after all, and most individuals are willing to give that up to a certain degree for the sake of convenience and other benefits. It’s very much a give-and-take relationship.
This dilemma can be applied to nonprofit organizations as well, including Chicago Tribune Charities. Once they begin collecting user email addresses on a regular basis and executing online campaigns, how will their donors react? Sure, email solicitations are used all the time, but this particular userbase previously hasn't been exposed to this type of communication from CTC.
More than likely, it'll take some trial and error to figure out the appropriate balance, and getting stakeholder feedback will be critical. There are always trade-offs with trying new marketing campaigns, but hopefully the ROI will make up for any negative feedback they might receive.
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