Brand Thinking
Trending Topics
Advertising Blogging Branding Design Digital Cookbook Facebook Google Information Design Innovation Legal Industry LinkedIn Marketing Mobile Mobile apps On Branding Online Advertising Online Communications On Technology Print Communication Professional Services SEO Site of the Week Site Usability Social Media Social Networking Thought Leadership Twitter Video Web Design Web DevelopmentBrand Thinking Blog
Recent Posts
-
Do Not Track
Posted on December 3, 2010 at 2:48 pm
In the world of marketing, honing in on our target market is key to any successful advertising or branding campaign. No firm wants to waste money on any marketing that will never reaches their target audience. As the Internet has evolved, the popularity of online advertising has skyrocketed. Part of this increase is due to the ability to target ads to a specific group or person based on their browsing and buying habits. Currently, data is collected as individuals surf the web and make online purchases. Data is then compiled and used by advertisers to place very specific ads that are relevant to a particular person. The viewer sees an ad that is applicable to them, and advertisers have reached their ideal target. Seems like a win-win situation for marketers, but not everyone agrees the viewer is better off with this targeting.
The Federal Trade Commission revealed a proposal earlier this week that would allow Internet users to opt-in to a “do not track” feature in their browser. While the technical specifications are still being worked out, the idea is that Internet users, with just a few clicks, would be able to stop websites from collecting data about them and their viewing habits. Users would still see ads, but these ads would not be targeted based upon that user’s profile. Similar initiatives were made years ago in email marketing and telemarketing, and thus far have proven successful.
News of the proposal and the subsequent controversy over it has flooded the Internet in the past few days, with both marketers, privacy groups and Internet users chiming in to voice their opinions. Marketers are pushing for their right to actually target their audience, privacy groups are fighting to keep their privacy rights, and individuals are weighing in on both sides. Some argue that they don’t mind the targeted ads because at least they are seeing ads that might actually interest them.
Regardless of which side you are on, it is inevitable that the FTC’s proposal will have a dramatic impact on digital marketing in the coming year. Make sure that your media planner is aware of these changes, and that you are still reaching your target market with your online marketing efforts. Not sure if your firm can do it alone? Contact our expert media planners, and we’ll help you through it!
Write a comment
