Compartimos carta del Director Ejecutivo de la WFA, Federación Mundial de Avisadores, publicada en el Financial Times, sobre el tema marketing digital y privacidad de la información.

Digital marketing doesn’t have to be intrusive


Sir, The FT’s recent series on “big data” was insightful and timely, but one important issue that needs highlighting is the damage that new privacy rules could have on this growing area of business. Regulators worldwide are reviewing privacy legislation, driven by the belief that existing rules are out of date in the digital age. They will determine the future of the digital economy. There is a risk that unnecessarily restrictive rules will both strangle the potential of big data and fail to protect consumers.

Data are the lifeblood of the digital economy. And advertising – increasingly reliant on big data – funds so much of the web we know today. McKinsey estimates that for every euro spent on an online ad, consumers get three euros’ worth of services. The use of personal data could be worth €1tn to the European economy – 8 per cent of the region’s gross domestic product.

Privacy legislation should be updated to reflect the new reality. But regulatory discourse has been excessively driven by the misperception that brands are interested in truly personal data. What matters to brands is what a user cares – or doesn’t care – for, so that they can engage people in a manner that is relevant as opposed to intrusive or annoying.

Digital marketing relies on anonymous and “pseudonymous” data, the kind of data that relate to an internet user but do not tell you their name or address.

All data are not equal. The type of user “consent” that is required depends on the data in question: explicit, prior consent is essential when a user is asked to disclose medical records or bank details. But it makes no sense to ask for the same type of consent for a cookie.

What matters is informed consumer choice. Brands have a central stake in getting this right; in the digital age, they are easily held to account and consumer trust is at stake with every cookie dropped.

We must create a legal framework that ensures people’s privacy, enables informed choice and does not needlessly undermine the vast benefits of the digital economy.

Fuente: Stephan Loerke, Managing Director, World Federation of Advertisers, Brussels, Belgium Diciembre 2012

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