Is Privacy One Of The Biggest Hindrances To Wide Spread Mobile Marketing Uptake?
As more and more Marketers and customers alike move to the world of Mobile and Internet many unique issues are coming to the forefront of discussion and debate. More recently, the issues surrounding customer privacy have been of major concern for marketers and many governing bodies such as the Federal Trade Commission.
As mentioned, there has already been a push for legislation when it comes to privacy with Mobile and Internet marketing. The principle initiative of the legislation is that web users can opt-out of being tracked which would in turn lead to a small portion of code called a “header” being inserted into a Web server that tells a Web site that the user does not wish to be tracked. Recently, GroupM announced it was making significant inroads to establishing some more resolute privacy guidelines. Reports from AdWeek suggest that GroupM’s guidelines aim to “limit the amount of data collected and shared from mobile devices in marketing campaigns by calling for publishers to mask UUIDs (universal unique identifiers, which are on every phone) and giving users the opportunity to opt out of data collection and sharing.”
As Mobile looks to push the focus of its market towards the distribution of Smartphones and Tablets, it is also pushing the idea of Cloud computing. With rising concerns over privacy however, Mobile may be about to face a rapid decline in the number of potential investors in this new model of data storage. Current surveys conducted throughout 21 countries and close to 900 leading business executives suggest that nearly half of today’s leading businesses will look to invest in Cloud computing, with 50% of the non-investors citing privacy as one of the key concerns influencing this decision.
Recent reports also show that as Mobile continues to move towards Smartphone emphasis and Cloud Computing as a means of data storage, privacy issues are posing a significant concern for potential investors. A poll of 834 executives, throughout 21 countries, indicated that about half were delaying investment in Cloud Computing models because of privacy concerns. For a market that is steadily moving towards a focus on such methods, this type of hesitation is a real concern for any widespread uptake of Mobile.
Whilst it may currently seem that there is little incentive to regulate policies on privacy, the data concerning a lack of investment over privacy scares is unquestionable. In time, this potential lack of investment may provide companies with all the incentive they need to self-regulate their privacy principles, and as such, alleviate what may possibly be one of the biggest hindrances to widespread uptake of Mobile marketing.
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July 17, 2011 | Posted by Sam Hallahan
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