Max Kalehoff is one of those people who is followed by many in the marketing/tech world. He is currently VP of Product Marketing at Syncapse… one of those fairly unheard-of tech companies that is really changing things.
Max recently published a paper for the University of Pennsylvania’s Wharton School’s Future of Advertising 2020 Program. His paper entitled 11 Big Trends That Will Reshape Advertising In 2020 And Beyond has garnered a lot of attention.Over the next few blog posts, I will attempt to take each one of his eleven points and give it my interpretation from the nonprofit Development perspective. Let’s take a peek into the future together.
9. Legal & Privacy Issues, As We Debate Them Today, Will Go Away. The speed and adoption of technological and media advancements we’re experiencing is incredible. This prompts an interesting sequence of societal events: First, a life-changing technology arrives. Then, mass adoption comes over the next few years. Social norms gradually mutate. Laws trail new social norms by another few years, if not several. This creates a messy transition. Consider today’s workplace, where social networks often surface personal behaviors that conflict with HR laws and workplace customs. (Apparently, an entire generation of high school students is making itself unemployable by uploading photos and other evidence of behaviors that the rest of us have never ever engaged in.) We can be sure of one thing: social norms and our notions of privacy are changing, and laws will eventually evolve to reflect them. It will be painful at times, but they’ll eventually converge and we’ll stop talking about them so much in this “digital age”. Oh, we’ll eventually stop talking about the digital age as well.
Over two years ago, Mark Zuckerberg essentially said, “the age of privacy is over.” In answer to a question about Facebook’s privacy policy, Zuckerberg said that if he were to create Facebook again today, user information would by default be public, not private, as it has been for years.
I actually agree with Zuckerberg and Mr. Kalehoff’s opinion that today’s ideas of privacy will morph. You can’t have it both ways. If you want privacy the way you define and think about it today, then for heaven’s sake, don’t go online. When you decide to “play” on social networks, understand that you do control what you say and do, but you are tacitly allowing those platforms to know things about you. That is the quid pro quo. . . and as long as it’s not creepy and is used by reputable commercial companies to more appropriately and accurately target their goods and services to you… because they, not you, are paying the tab … so be it.
-Mike
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