CMOs must take responsibility and lead a dialogue among all members of the marketing ecosystem to ensure that engagement efforts not only don't offend consumers with creepiness but also provide a fair value exchange.
"We have to have the personal and professional reponsibility to understand where the line of 'no' is, and where the line of no value is," she said. "Without that understanding, we are going to be in very deep, murky waters."
Miller also asked marketers to think hard about which of their efforts to reach consumers actually provide value, and which are merely exercises in self-congratulation.
Miller spoke with Campaign deputy editor Olivia Parker at Campaign360, which took place Tuesday in Singapore.
Their conversation, broadcast on Facebook Live, also moved into:
- Ethical use of data.
- Marketers' overwhelming weariness with the Google-Facebook duopoly.
- What CMOs need to see from Facebook following the Cambridge Analytica situation.
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