A Look at the Online Privacy vs. Personalization Paradox

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With all the recent controversy surrounding online privacy settings, Upshot, a Chicago-based marketing agency, conducted a Social Experiment to see if online privacy is really an issue with today’s consumers. The short answer is no. It’s not an issue.

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Consumers thought the benefits of personalized services—like deal finding alerts—outweighed their privacy concerns. So when it comes right down to it, as long as programs add value for consumers, they’ll participate

With all the recent controversy surrounding online privacy settings, Upshot, a Chicago-based marketing agency, conducted a Social Experiment to see if online privacy is really an issue with today’s consumers. The short answer is no. It’s not an issue.

In partnership with leading consumer-driven insight consultancy, BrainJuicer®, the social experiment sought to uncover what privacy hesitations or concerns they have when participating in programs linked to their personal preferences online. Three service concepts were presented to more than 600 consumers (half with an intro about personalization, the other half got an intro on online privacy). Download the white paper at http://www.upshot.net/wp-content/uploads/2010/08/Social_Experiment.pdf.

“Consumers thought the benefits of personalized services—like deal finding alerts—outweighed their privacy concerns. So when it comes right down to it, as long as programs add value for consumers, they’ll participate,” said Lionel Knight, SVP of Planning at Upshot.

So what does this mean for marketers? You don’t need to be inhibited by over-thinking the privacy issue. Instead, free your creativity, market the benefits, be transparent (not apologetic) and don’t abuse consumers’ trust. Just keep it simple and focus on what adds value to their lives.

For more information about Upshot visit upshot.net.

ABOUT UPSHOT
Upshot (upshot.net) is a Chicago-based marketing agency that strives to engage consumers through simple ideas brilliantly activated with a focus on brand marketing, integrated promotion, retail marketing, regional marketing and interactive marketing. Clients include Procter & Gamble, Crown Imports, Tremor, Wild Turkey and Kraft Foods to name a few. Upshot is a division of EMAK Worldwide (emak.com).

ABOUT BRAINJUICER®
BrainJuicer Group PLC is a thriving international marketing consultancy founded in 1999. The company provides fresh, validated, consumer-driven insight to 11 of the world's top 20 consumer companies and their creative agencies and other marquee clients in FMCG, food and beverage, retail, financial services, electronics, health and beauty and entertainment. BrainJuicer specializes in helping clients with their innovation programs, focusing on insights, concepts and communications. The company’s innovative solutions have gained notice in the industry, which has come to regard BrainJuicer as a true thought leader and change agent. Further information on BrainJuicer can be found at http://www.brainjuicer.com.

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Kristie Ritchie
Upshot
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