In a winter article we were saying:
You are surfing the web and all of a sudden an ad pops-up that addresses your own specific interests. It is there for you to explore your next trip, your next watch, your next gadget.
People are predisposed to react positively or negatively, not to the ad, but to the fact that someone is targeting them with precision. The one group is more probable to feel a kind of concern: I am being watched. “These guys have intruded my privacy and who knows what else they know about me”. The other group feels a kind of relief: At last! These guys have done their homework and are sending me ads relevant to my interests. I am fed-up getting ads that have nothing to do with me.
Then we run a quick and simple survey to find out what our readers think about it. On which side of the fence are standing. These are people in marketing, media and business, mainly within Greece.
The result stood at the conservative side, alienating more with consumer privacy issues and much less with efficiency of advertising and info distribution, both from the consumer side and from the businesses.
The Mediarisk survey results among readers:
See results: Digital pub survey
Then automatically, the Economic Forum’s initiative “Digital Transformation of Industries/ Demystifying Digital and Securing $100 Trillion for Society and Industry by 2025 (In collaboration with Accenture) / January 2016” came to mind.
The digital transformation of industries: An immense opportunity for industry and society. Rapid advances in digital technology are redefining society. The plummeting cost of advanced technologies (a top-of the-range smartphone in 2007 cost $499; a model with similar specifications cost $10 in 2015) is revolutionizing business and society. And the combination of effects of these technologies – mobile, cloud, artificial intelligence, sensors and analytics, among others – are accelerating progress exponentially. Technology is the multiplier. Digital transformation provides industry with unparalleled opportunities for value creation. It used to take Fortune500 companies an average of 20 years to reach a billion dollar valuation; today’s digital start-ups are getting there in four. Digital technologies are creating new profit pools by transforming customer expectations and how companies can address them. At the same time, digitalization could produce benefits for society that equal, or even surpass, the value created for industry – the mass adoption of autonomous vehicles and usage-based car insurance, for instance, could save up to 1 million lives by 2025. At present, digital transformation is not well understood, and a number of myths are obscuring the path to realizing its potential for value creation. The initiative demystifies some of the most common myths about digital, revealing, for example,the true extent of disruption by digital start-ups and how the impact of automation on employment is likely to be verydifferent from today’s received wisdom on the subject.
Action will be needed to realize the benefits to society and industry of digitalization”.
So, if society is to economize such colossal amounts, benefiting so many fields and activities, it seems that we will need to rethink priorities, secure privacy issues and at the same time facilitate commerce. And we need also to employ proper communication, as the benefits aren’t self-explicit.