One of the most interesting questions about advances in behavioral targeting and the increasing sophistication of personalized marketing is whether or not customers will embrace it. Many worry that customers will be less than enthusiastic due to security and privacy concerns.
A new study from Clickz offers some hope that consumers are increasinly open to the idea of trading some privacy in exchange for a far better marketing experience.
Personalization and privacy go hand in hand. In the past year, consumer interest in a more personalized experience has increased by 24 percent to 57 percent of respondents to the recent survey. Consumers willing to let a site track clicks, purchases, and other behavior increased by 34 percent in the same period. Concerns over personal data security, however, remained largely unchanged. Sixty-two percent of respondents express concern, compared to 63 percent in the 2005 survey.
This is the future of marketing and it's a bright one. Though we're probably a couple of decades from Minority Report, I must admit that I'm excited.
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