Worried about online privacy? Your customers probably are

Although many people view the internet as a seedy, somewhat dangerous place where a man can lose his shirt with one misplaced click of a mouse the truth is the web is more like a modern big city than the Wild West frontier town some technophobes would have you believe.

Yes, there are people online who seek to do you harm in some way – most often by damaging your computer and/or depriving you of your hard earned cash – but then places such as central London and downtown New York are packed full of miscreants intent on crimes which lead to far worse consequences than having to reinstall Windows.

The internet isn’t a lawless place, although there are groups who would like to be, and online criminals are regularly apprehended, although perhaps not as often as they should be. Nor should anyone who clicks on to a website fear for their electronic safety, that is unless they’ve failed to take adequate precautions. A firewall and anti-virus package for your computer are as crucial as locks on your doors and windows – with them your chances of falling victim to a crime are vastly reduced.

Despite the horror stories that are bounded around the web is a pretty safe place to be, which is perhaps why the focus is now starting to shift to other more morally complicated issues.

Leaving aside the issue of piracy and copyright, perhaps the single biggest factor that will determine the future shape of the web is privacy. Although many people feel they are anonymous online – part of the reason fears of cybercrime are as overinflated as they are – large parts of the net have been designed to keep track of people and their activities. Slipping under the radar actually takes a fair amount of knowledge and effort.

Of course, the original intention for at least some of the features which track people’s web use was to ensure their experience was as smooth as possible. The oft-derided cookie helps ensure that, if you so desire, your preferences relating to a certain site will be retained the next time you visit.

However, as the internet becomes more involved in people’s lives concerns are mounting over just how much information is being stored and what is being done with it.

This week alone, two separate incidents have highlighted just how seriously the issue of online privacy is now being taken by lawmakers. In South Korea, the offices of search engine giant Google were raided by police on the suspicion its mobile advertising arm had been collecting data on people’s whereabouts without consent. Meanwhile, California’s politicians have given their initial backing to a bill which would allow consumers to opt out of being tracked across the web by companies they have dealings with.

Although these may seem like distant concerns to the majority of businesses it’s a sign of a growing trend that has the potential to put a dampener on efforts to make the most of emerging sectors like mobile marketing.

It’s important businesses are prepared for this and they should be – as with so many things the internet has thrown up this isn’t a new problem it’s just looks different because the internet is involved.

For years companies have had to deal with the issue of getting customers to opt in when it comes to things such as direct marketing. Now, with an increased focus on internet privacy, they’ll just have to make sure they are as vigilant when it comes to online opt-ins.

After all, businesses who think customers can be tricked into a relationship with them are kidding themselves. Trust is vital, online and offline, and the firms who realise this will be able to take full advantage of the new opportunities now beginning to emerge.