Have you ever felt ‘insecure’ online? Do you think that businesses sometimes behave as a “Big Brother†that has unrestricted access to your personal data? Well, apparently spying times will be over! Fortunately, privacy seems to be winning the battle against unlimited Web Tracking.
Personal details are crucial for e-merchants’ marketing research: no doubt about it!  As customers visit several Web sites and do online purchases, online businesses can track their visits and analyze profiles of their interests without their concern. Businesses can get to know your age, ethnicity, preferences and hobbies and other valuable information about you. Having access to this information allows them to improve their advertising techniques as they have a profound knowledge on what their target audience needs and wants. But, where is the limit?
It looks like privacy issues are gaining importance in the Net. Several new policies will soon be launched in order to improve customer rights online. One of the proposals is that companies let their clients know when they are being track. The American Association of Advertising Agencies, the Association of National Advertisers and the Direct Marketing Association are behind this project. They want customers to have the option and the right to choose if they want to share their personal data. In summary, there is an imminent demand for an increase in self-regulation.
Customers will have the option of “opt-out†the tracking policies, but not vice versa. Is that enough?  In this way, only those who are concerned and aware of Web Tracking will choose to avoid it. But, what about the rest of the audience?  If you don’t know anything about tracking, then your privacy will still be violated? Maybe the option should be opt-in instead of “opt-out” (meaning that businesses can only track customers who actually choose to contribute to their marketing research). Privacy will be partially protected then.
What about E-commerce?
Marketing research and campaigns will be damaged as businesses will have limited access to vital information. Very few customers will want to be tracked as the online reputation is related to invasion of privacy. So, the key for merchants will be to rebuild the bond with their customers. Their major concern should now be how to gain their trust. How to make them feel comfortable enough to share valuable information?
In conclusion, there are two main points to be considered. On the one hand, a harder work towards privacy protection and self-regulation should be done. These policies are a first step in order to achieve the proper defense of customer rights. On the other hand, businesses should find a new way of improving marketing strategies respecting the privacy of their customers.
Sources:
Companies Working Towards More Transparent Web Tracking
User tracking underlines trade vs. privacy debate
Rounding Up The Privacy Debate
New guidelines for Web Tracking Ensure More Privacy
Four Ways to Fight Back Against Cyberattacks
