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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 12 Social and Regulatory Issues: Data Privacy, Security and Intellectual Property

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 3 -What Are Your Concerns About The Privacy Of Your Personal Data? -What Concerns Do Your Family And Friends Have?

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 4 iPhone Tracking Tool According to the researchers the key problem as stated on their blog is: "That this data is stored in an easily-readable form on your machine. Any other program you run or user with access to your machine can look through it." Read more: s/136838/ /apple- iphone-ipad-location-based- data-ios-secretly-sync-app- maps-alasdair-allan-pete- warden.htm#ixzz1KS0dG5gw s/136838/ /apple- iphone-ipad-location-based- data-ios-secretly-sync-app- maps-alasdair-allan-pete- warden.htm#ixzz1KS0dG5gw Stores unencrypted data? bout/download/iphone/

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 5 ATTITUDES/ACTIONS VARY BY COUNTRY SEARCH “TRAFFIC CAMERAS IN AUSTRALIA”

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 6 CONSUMER TRUST

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 7 ALSO NGOs, HOW TO BUILD TRUST

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 8 CONSUMER ACTIONS 65% Have Deleted Cookies 43% Have Used Filters to Block 23% Have Used Software to Block Spyware 17% Have Used Software to Hide Identity

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 9 RECENT DATA – PEW ‘DIGITAL FOOTPRINT info-though-half-of-us-have-googled-ourselves-2777/pew-digital-footprint- what-we-know-about-our-online-infojpg/ Privacy Implications of Fast, Mobile Internet Access 2/14/2008 | Memo | Susannah FoxSusannah Fox

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 10 A PR REPORT In a word, authenticity will be the coin of the realm for successful corporations and for those who lead them.

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 11 “THE TRUST IMPERATIVE” Reduced Customer Acquisition Cost Higher Profit Margins Growth Long-Term Competitive Advantage

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 12 ACCENTURE’S TRUST DIMENSIONS Security of Personal Data Consumer Control over Data Consumer Has Personal Access Provide Benefit to Consumer

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 13 Data Protection and Privacy on the Internet

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 14 CONSUMERS ARE CONCERNED Reputation Management and Social Media May 26, 2010 by Mary Madden, Aaron Smith

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 15 HOW MUCH DO USERS KNOW? - changing? Many Users Believe Privacy Policy Means Sites Won’t Share Data Are Unclear About The Ways Sites Connect Data For Tracking  When Explained, Would Not Accept Practice, Even From A Trusted Site Few Take Action To Learn About Privacy Practices Or To Protect Their Data

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 16 RESEARCH SUMMARY Consumers Are Concerned BECOMING LESS SO AS MORE FAMILIAR WITY NET? But They Often Lack Accurate Knowledge. Behavioral Targeting is Newest Big Issue

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 17 PRIVACY SEGMENTS Fundamentalists 26% Pragmatists 64% Marginally Concerned/Unconcerned 10%

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 18 GEN Y – SHARING IS NORM (CAUTION) More than half (57%) of adult internet users say they have used a search engine to look up their name and see what information was available about them online, up from 47% who did so in used a search engine to look up their name Young adults, far from being indifferent about their digital footprints, are the most active online reputation managers in several dimensions. For example, more than two-thirds (71%) of social networking users ages have changed the privacy settings on their profile to limit what they share with others online.changed the privacy settings on their profile

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 19 BEHAVIORAL ADV CURRENT ISSUE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 20 WHAT/WHERE MAKES A DIFFERENCE There’s more important data/analysis Good article and link to full report

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 21 GOOGLE DASHBOARD

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 22 U.S. PRIVACY REGULATION COPPA GLBA HIPPA Do Not Track

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 23 The United States Has A General Preference For Industry Self-Regulation In The Field Of Privacy

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 24 BUSINESS RESPONSE Privacy Policies Information Practices Statements

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 25 INFORMATION PRACTICES STATEMENTS “We Will Not Share Your Name With Anyone, Anytime.” “From Time To Time We Will Share Your Name With Partners Who Have Offers Of Interest.”

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 26 CONCERN ABOUT GOVERNMENT DATA

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 27 FAIR INFORMATION PRACTICES PRINCIPLES (U.S., E.U. and many others) Notice/Awareness Choice/Consent Access/Participation Integrity/Security Enforcement/Redress

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 28 SOME PRIVACY ORGANIZATIONS TRUSTe BBBOnline Online Privacy Alliance Electronic Privacy Information Center Electronic Frontier Foundation Privacy Rights Clearinghouse Privacy Pages Of The DMA/AIM Industry-Specific Recommendations and Templates

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 29 LIST OF DATA BREACHES > Conduct a Search Epsilon, April 2

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 30 THE E.U. DIRECTIVE ON PROTECTION OF PERSONAL DATA Information for Both Consumers and Business at

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 31 RIGHTS UNDER EU DIRECTIVE Right of Access to Data Right to Knowledge about Where Data Originated Right to Have Inaccurate Data Corrected Right of Recourse in the Event of Ilegal Use Right to Withhold Permission to Use Data in Certain Circumstances Based on FIPP

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 32

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 33 SAFE HARBOR AGREEMENT Department of Commerce Monitors Compliance

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 34 PRIVACY AND SECURITY

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 35 CONSUMER DATA SECURITY

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 36 CONSUMERS ARE CONCERNED 51% Are More Concerned Than They Were a Year Ago 70% Have Installed Additional Security Software A Majority Say They Know What Adware and Spyware Are  53% Said They Had Adware or Spyware on Their Computers  80% Actually Had Adware or Spyware on Their Computers!

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 37

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 38 DEFINITIONS Spyware is Software That Gathers and Sends Data About Internet Activities  Often Without User’s Knowledge  Usually With Their Consent  Pop-ups (Based on Sites User is Visiting)  E.g., Anonymous Profiles for Behavioral Marketing Adware is Software That Allows Advertising to Be Displayed  Contextual Advertising (Based on Keywords Used)

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 39 FRAUDULENT ACTIVITIES Phishing Is The Use of Fraudulent s In An Attempt to Obtain Personal Information Pharming Is The Creation of Fake Sites That Resemble Legitimate Ones In An Attempt to Obtain Personal Information Spoofing Is Any Attempt to Use IP Addresses To Masquerade as Another Web Entity

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 40 HOW DOES IDENTITY THEFT HAPPEN?

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 41 HOW TO PROTECT AGAINST IDENTITY THEFT

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 42 SECURITY THREATS AGAINST BUSINESS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 43 BUSINESS USES SECURITY TECHNOLOGIES TO STEM LOSSES The Greatest Dollar Losses Caused By  Viruses  Unauthorized Assess to Systems  Theft of Data Security Technologies Used  Firewalls  Anti-Virus Software  And Many others

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 44 Intellectual Property Presents Vexing Problems On the Internet

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 45 SEEMS A BIT EXTREME...

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 46 MOST INTERESTING EXAMPLE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 47 ATTEMPTS TO DEAL WITH IP IN THE DIGITAL AGE Digital Millennium Copyright Act - US  Prohibits Disabling Anti-Piracy Codes  Libraries Can Make Content Available  And much more... Directive to Protect Copyrights – EU  Forbids Unauthorized Copying  Allows Legitimate Online Distribution of Digital Products

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 48 IF YOU PRODUCE CONTENT

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 49 GREEN IS IN Huge Consumption of Energy Toxic Materials in Products Other?

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 50 not-greenpeace-scrutinizes-10-giants/17151

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 51 SUMMARY Trust Essential To Ecommerce Privacy, Security, Intellectual Property Are Issues Children’s, Health, and Financial Information Especially Sensitive Fair Information Practices Principles Generally Accepted Globally Self-Regulation (US) vs. Laws/Regulations (EU and other Countries) Spyware, Adware/Phishing, Pharming, Spoofing Protection Against Data and Identity Theft Regulate Downloading of Music and Other Intellectual Property Green Practices Increasingly Important