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February 2, 2013

How to Create Long-term Relationships With Online Platforms

by erikamaguire

Although the Web offers marketers and advertisers a new opportunity to collect information about their target markets, as a new report – The Digital Privacy Dilemma – concludes, “while consumers say they don’t care about digital privacy, marketers would be unwise to ignore the unease consumers really feel about it” (AdAge).

Last week in class, we discussed the three different value vectors, and I believe the new digital world provides marketers a new opportunity to strengthen their relationship with consumers. Rather than secretly altering privacy policies, like Facebook, or telling users that their photos will soon enter into the public domain, like Instagram, companies should opt to empower consumers in the digital space, rather than exploit them.

I believe one way marketers can increase their reputation in the minds of consumers is by giving people real control over the information held about them. As our world becomes increasingly digital, consumers are left with little choice but to interact with these new platforms. If they chose to forgo Facebook, Google or other social media platforms, they chance being left out of social discussions and connecting with others.

While I am not saying that marketers shouldn’t take advantage of new digital technologies to create more sophisticated and targeted advertisements, I do believe they should be more explicit about their approaches and strategies. By doing so, companies can create more long-lasting relationships with customers, which is, and always should be, of critical importance.

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