There seems to be a disconnect between much of the digital marketing fraternity and consumers. For many marketers, this whole irritating privacy/tracking business is only a concern because stupid consumers simply don't understand the benefits of behavioral targeting. Surely if we explain it to them, these morons (our customers) would calm down. The industry solution has therefore been an education campaign, something which various industry bodies have been attempting for years. These "campaigns" have been ineffective and under motivated, uncoordinated and poorly supported. They show nothing like the push or enthusiasm which could be expected of even a mediocre product launch. In fact, they're so dull and uncreative, and it's hard to believe they were the work of marketing professionals at all. Not surprisingly, the result of this "campaign" to allay public fears has been zip.
Even if the marketing community had made any real effort to educate consumers, it wouldn't have helped. Consumer privacy concerns are not something that can be dealt with by facts because they're not purely intellectual. Consumer privacy concerns are about trust, and trust is based on emotion as much as reason. Anyone who's tried to improve consumer trust knows you'll get nowhere with long intellectual arguments.
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1 The 5 types of terrible networkers
2 The top 4 consumer trends you need to know
3 The most meaningless (and hilarious) job titles on LinkedIn
4 The best social media campaigns of 2013
5 5 brands that were forced to apologize