Should You Worry about GDPR?

The roll-out of the General Data Protection Regulation in Europe next May will be spotty.

Like most government crackdowns, GDPR—mandating that marketers protect consumers' privacy and data—will be rigorously enforced in northern nations, lazily enforced in southern ones.

But if you do a lot of business up north, you should take steps now to comply. Experts recommend you:

• Appoint a "data czar" to police your marketing activities
• Get a third-party checkup of your data's health
• Segregate lists affected by GDPR, so you can treat them differently
• Confirm your suppliers will be compliant by May
• Sign up for "ready-made" solutions, if you're still worried

Unlike many current consumer protection laws, GDPR is tough. 

Screw up, and you could face fines in the millions.

GDPR disallows, for example, "soft" opt-ins, so you'll have to dump lists that aren't rigidly permission-based. It also grants the "Right to Be Forgotten," so you'll have to delete old web posts anyone could reasonably claim are inaccurate or defamatory. And it punishes marketers who make it at all troublesome for consumers to opt out of their lists.

Echo of the Future

Behind Winston's back the voice from the telescreen was still babbling away about pig-iron and the overfulfilment of the Ninth Three-Year Plan. The telescreen received and transmitted simultaneously. It was even conceivable that they watched everybody all the time.

— George Orwell, 1984

Amazon this week announced Echo Look, an intelligent camera that uses machine learning to act as a personal style assistant.

Any sound that Winston made, above the level of a very low whisper, would be picked up by it; moreover, so long as he remained within the field of vision which the metal plaque commanded, he could be seen as well as heard.

Powered by Amazon's voice control system Alexa, the Echo Look acts as a "smart mirror," taking full-length photos and videos that let you check your outfit.

There was of course no way of knowing whether you were being watched at any given moment. How often, or on what system, the Thought Police plugged in on any individual wire was guesswork. 

The device also connects to an app with a “style check” feature that lets you compare and rate different outfits.

It was even conceivable that they watched everybody all the time. But at any rate they could plug in your wire whenever they wanted to.

Fashion-forward users will love Echo Look. And because cloud-based Alexa is always getting smarter, so will the Echo Look.

You had to live—did live, from habit that became instinct—in the assumption that every sound you made was overheard, and, except in darkness, every movement scrutinized.

Spotlighting the Skeptics

Can you be trusted with customers' data?

The answer depends on who you ask, according to a new study by Royal Mail MarketReach.

The firm asked 7,000 consumers in the UK whether they trusted marketers to use their data ethically, and protect it from thieves and hackers. 

Its findings show:

• Older people worry about potential data abuse more than younger people;

• Women are more reluctant to give marketers data, and want greater reassurance that their data will be safe, than men; and

• High-wage earners trust marketers with their data more than low-wage earners do.

How to Win Fans and Influence Equals

In his 2,300-year old book Rhetoric, Aristotle argued, "It is not enough to know what we ought to say; we must also know how to say it."

Aristotle was convinced that rhetoric (the art of persuasion) comprised three elements: facts, language and style.

Although most of us would insist that the only thing that matters in a serious discussion are the facts, Aristotle knew that style "affects the success of a speech greatly."

Or, as in the words of British novelist Joseph Conrad, "He who wants to persuade should put his trust not in the right argument, but in the right word."

To succeed in persuading others of your views, according to Aristotle, you should:

• Rely on plain, everyday language
• Include a few rhetorical flourishes, to give your message impact
• Avoid "strange words, compound words and invented words;" and
• Use metaphors

I wish more marketers would take a look at Aristotle's Rhetoric before attempting to persuade us of their views.

The business world would become a lot more gobbledygook-free.

Consider the following statement, for example, courtesy of Facebook. (The company plans to abolish users' right to vote for or against changes to its privacy policies.)

In the past, your substantive feedback has led to changes to the proposals we made. However, we found that the voting mechanism, which is triggered by a specific number of comments, actually resulted in a system that incentivized the quantity of comments over their quality. Therefore, we’re proposing to end the voting component of the process in favor of a system that leads to more meaningful feedback and engagement.

Just imagine, for example, if Facebook's vice president wrote this instead:

Before we change any privacy policy, we always consider your advice. But a handful of users, by repeatedly posting comments, have been gaming the system. We want to prevent that.
Want to learn more about the art of persuasion? Check out my white paper.

Facedown with Facebook

Chunka Mui, writing for Harvard Business Review, applauds Facebook's decision to stop using facial recognition software to identify people in the photos you upload.

Facebook's decision comes after Ireland's data protection commissioner scolded the company for violating users' privacy.

The self-imposed ban applies only in Europe.

Facebook claims facial recognition eases sharing.

But critics like Mui think it will "accelerate the creation of a de facto photo identification database long before anyone understands the ramifications."

With such a database, retailers could identify you the moment you enter their stores and begin badgering you with offers.

"Facebook's conciliatory moves in Europe will not stop the erosion of privacy but will, I hope, slow it," Mui writes.