I was watching some trashy tv online – (judge me if you will but i love a bit of trash tv now and again !) The final part of the series I’d been watching was hosted on a site requesting my email address and details before directing me to the PLAY button.This stopped me dead in my tracks, despite having a desperate need to see what happened next.
How much did I want to see the final part? Was it worth being emailed/mailed with a load of new advertising??
Not that time. But it got me thinking about how much we value our data.
We’ve all heard the expression ‘everyone has a price’ and it’s true. My point is that we don’t put a high enough price on our data. We don’t put a high enough price on our personal online space.We whinge about full inboxes /letterboxes and advertising but we are partly responsible for the ninety percent of the messages we receive but aren’t interested in. Because we don’t take enough responsibility. We’re driven by desires which have nothing to do with the advertising we opt into. Its a problem for marketers and it’s a problem for consumers.
There are businesses making millions of pounds selling people’s data with their express permission to give it to advertisers for the CHANCE, not the guarantee, THE EXTREMELY SLIM CHANCE of getting a free iphone, pair of Ugg boots, a food blender, a car, Take That tickets, a holiday.
Eg – Hovis campaign on FB. To get entered in to daily competitions for desirables such as branded bags and shopping vouchers you need to download the Hovis app. Not a problem so far. When I go to download they want permission to post on my wall, email me and be introduced to everyone on my network. No choice on what i’m comfortable with – all my privacy for MAYBE winning a prize. Not worth it for me. But for 35000 people so far it is.