Australian businesses are failing to compete on trust
Data and privacy is an ongoing issue, but as DMPG managing director James Wawne argues, not enough Australian businesses are approaching it proactively.
A perfect storm is playing out in Australia. Bold, unilateral decisions by tech giants like Google, Facebook and Apple have sent marketers into a tailspin as they come to terms with the implications for tracking and retargeting individuals across the web. The halo effect draws attention, debate and awareness to an otherwise dry topic among consumers: privacy and trust.
Privacy and trust in Australia are what you might describe as ‘emergent’, or to put it bluntly, one in which Australia trails behind other developed economies including Europe and the US.
