| Good morning, Marketer, and when is it okay to be surveilled? As our story about use cases for geofencing explains, location marketing has to be tightly bonded with a respect for privacy. In other words, it needs to be consent-based. But wait, why would I give some app the right to surveil me? Well, there are lots of reasons of course. It could guide me to products and services I need, it could offer me discounts for purchases close at hand — it could save me a lot of trouble. What makes me less comfortable is the idea that it might keep a record of all my movements, and keep it indefinitely. As usual, it all comes down to trust. Do I trust this brand? Does it appear to share my values? Do I want it in my life? Marketers need to ensure that the answer to all those questions is: “Yes.” Kim Davis
Editorial Director | 