Wednesday, 9 January 2008

Permission Is The Asset Of The Future

The title of this post comes from a Seth Godin article about the music industry. A very interesting article that you can read here.

He's right of course. As marketing continues to evolve and get smarter about being relevant and - who knows, even anticipated, so are the consumers. Consumers have already created the Channel of Me in which customisation and control is enabled by technology. In my mind, the ultimate expression of this evolution in the customer mindset will be the consumer as a personal data broker. As an individual, I will be able to allow certain parties to see certain parts of my "Private Key" profile. Permission will become easy to grant and to rescind based on my preferences at that given moment... For example, if I am in the market for a car, I will give Ford permission to talk to me, when I have made my choice - the marketing window is closed, if I want to stay up to date with travel offers, I will share a piece of my profile with Expedia etc.

The key here is control. Customers will control their own data in a way not dissimilar to the way they control their media consumption today. Permission will be a sliding scale with limitless potential for nuancing and endless possibilities for monetization...

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