Internet Marketing - What is too 'creepy'?

Ah... Privacy.  It is one of those things that you really do not miss it until it is gone.  Marketers use information about you in order to show you the perfect targeted ad that you are most likely to click on and buy.  How they obtain this information is sometimes considered to be 'creepy'.  But what is the definition of 'creepy' in terms of your online presence?

Jeff Jarvis, author of Public Parts, is quoted as saying, "Define 'creepy.' It really means nothing. It's something unfamiliar that we are getting used to."  I find this definition to be on the money.  In fact, in a recent interview, Jeff states the fact that there were privacy concerns when Kodak instant cameras were introduced.  People felt that strangers would be waiting to take pictures and document your activities.  Now, a Google's Street View is convenient service but also documents some interesting moments. 

This article summed up the position well that certain services that were seen as creepy a few years ago (Google scanning Gmail's emails for key words and displaying targeted ads based on this) is now seen as common place.  If you are an online marketer, how do you be sure that your site is offering the conveniences of technology without being too creepy?

I believe this answer depends on how 'trusted' your website and brand is.  Sites like Amazon and Google may be seen as more trusted and can push the envelope.  The companies may have some push back in the media, but soon, all is forgiven.  Smaller brands and websites, however, do not have this luxury and their advanced technology to provide convenience could backfire.  In short, if you are confused on whether your small business's website is too creepy with the customization and your customer knowledge, it is best to refer to the 'Web Analysts Code of Ethics'.
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