Perhaps the most important B2B marketing story of 2018 is the invasion of our privacy, and how companies have been so cavalier in abusing the data that their customers give them. This invasion has happened through a combination of several circumstances:
- In the case of Facebook’s failures, the combination of a lack of transparency and an immature and misguided management team.
- In the case of Google,not being truthful about what its incognito browsing mode is actually doing and how it is doing it. This is from a report from one of Google’s competitors, DuckDuckGo, which found that Chrome personalizes search results even when users aren’t signed in.
- Abusing smartphone app permissions, as a new study by the New York Times revealed this week. Apps were tracking users’ movements and despite claims that identifying information had been removed, the Times reporters were able to track down a few users and interview them for the story. How they did their research is a fascinating look at how difficult one’s privacy can be to protect today.
Certainly, next year is shaping up to be a watershed moment in resolving these micro-targeting issues and being more parsimonious in how our data privacy is protected. We welcome your thoughts on the matter, along with a few suggestions for marketers to better audit what their developers are doing with respect to privacy.