Marketers Caroling to CCPA: ‘Winter Wonderland’

Marketers caroling may not be what immediately comes to mind to get you in the holiday spirit, but here’s a little ditty about how useful data is to marketers. Sing it along to the melody of “Winter Wonderland.”

marketers caroling

To all my many friends who are marketers in the field — the California Privacy Protection Act, new data privacy laws in Maine and Nevada, and who’s next? — this, too, we will endure. All the same, we shall all find new paths to prosper in the New Year, and the consumer will be better for it.

And yes, we should all be looking — shouting from the rooftops — for a single standard law from Congress sooner than later. Americans deserve better!

Is this working for you? I accept, I accept, I accept, I accept, I accept, I accept. Opt-out. Opt-Out. Opt-Out. Opt-Out, infinitum. In your face on every site you visit, and on every app you use?  I want to control data flows about me — not with a browser, not with a default that fails the financing of relevant content — but this is too much. Better for all to have acceptable uses discerned from unacceptable ones — defined by benefits and harms, respectively — legislate THAT, and let innovations flow.

So please join me in my sing-along:

“There’s a tale, are you listening?
Data flails, for the christening.
A new law in sight.
About to take flight,
Drownin’ in a regulated land.

Gone away is the long tail …
Within the walls, a new prevail.
Competition, insights,
Strategies in plight,
Drownin’ in a regulated land.

On the home page we can place an opt-out
Make it clear that data’s not for sale

Another referendum will get plopped out
‘I accept’ and the Internet will fail.

Innovation, on a vacay…
As a patchwork, takes a mainstay
Know better than us
Who can we trust?
Drownin’ in a regulated land

In the filings we can set it all right
Consumer trust is all that we care
They’ll say, ‘are you kidding, you get no rights
Except for private actions in the air.’

And so we toil, we perspire
As the relevance gets retired
They say privacy!
We know it’s not free,
Drownin’ in a regulated land.

[And the big ending…]

Did you say $55 billion?

[Oh, yes] Drownin’ in a regulated land.

Happy Holidays, everyone!

Author: Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

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