Microsoft has taken the gloves in the fight
for E-Mail supremacy with Google by questioning the ethical decision-making behind
the commercialization of customer email info.
Should Google be punished for using content
generated in personal email to sell advertisements? If there are a room full of
people whose job it is to scour every single LOL and XOXO in your email then of
course they should. However when it comes to Google’s use of targeted advertisements
in email is this is the case or is there something far less sinister at play?
As the continued power of the Internet and
influx of social media sites shows no signs of slowing down we are more exposed
to ‘datafication’ today than ever before. With the presence of data comes the
ability of companies who know how to use to their advantage. This could be
through understanding the customer in more detail and/or selling building the
information to sell to suppliers. One quick review of the site Microsoft has
set up to explain G Mail would seem to clearly suggest Google are commercializing
their data for targeting purposes.
The further and further you dig into
Google’s email policy the nearer you get to the fact that Google do in fact
appear to be reading content generated. In some instances Google appear to be
downright unapologetic for such policy preferring to reference themselves as an
assistant rather than a spy.
Google have made attempt to quell any
long-term mistrust of the brand by ensuring customers that the process of data
sourcing for targeting purposes is automated and not ready by a human. This may
bring little comfort to the suspicious John Doe who was worried that Big
Brother was reviewing everything he communicates over email however does this
still make it right for customer data to be used in this way?
The Brand Avenger would ague that the right
answer revolves around how secretive you want to be and how accepting you are
that as we continue to produce more and more data Google will become just one
of many companies looking to make money out of data this way. Having access to
intimate data sources is by no means a new process. Look at the transformation
and continued success Tesco have experienced in launching the Clubcard, which
gives an insight into half of the UK Households buying habits. If Google can
ensure the use of data is automated and steps are taken to remove identifying
info such as name and address, I would rather this form of advertising than
getting hit with boring, irrelevant information in other areas of my super hero
existence.
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