When marketers discuss using consumer data to drive content or offers in addressable communications such as email, apps or on-site messages, sooner or later the word “creepy” comes up. Front-and-center stand such examples as the New York Times’s infamous “father learns of daughter’s pregnancy via direct mail” article.
However, even ordinary consumers in ordinary situations may feel that a marketer has violated some form of privacy when it reveals too much about what it knows in an email or SMS.
We all agree that we want to avoid creepiness, but I don’t think we marketers, as a group, have established a working definition of creepy. While no one would deny the creepiness of the lubricant example above, would an offer for sports equipment or kitchenware have raised an eyebrow? How can we create a standard for what kinds of data are off-limits? Continue reading