This is the summary of an article from siteproppc.com. It talks about the fact that while customers know they are being tracked, that doesn’t necessarily mean that they know how that is being done, or what is the details of the tracking. Eventually, in the future, a balance will be met between consumers and how we can reach them.
Business owners and companies that use the Internet in targeting potential customers ought to know that most computer users are aware that they are being tracked. This comes as no surprise, especially since today’s technologies makes it possible to collect information about the people who use them.
Inevitably, this raises questions about privacy, and more often than not consumers take this matter very seriously. Thus, it is crucial that they be assured that their information is kept safe and protected whenever they go online.
The Role of Social Networks
In the past, data gathering was usually focused on particular sites that an Internet user goes to. This strategy is still being done today, although not as much as before. The fact is, a lot of users display their information on social networks anyway, and this enables advertisers to learn more about what their customers really want.
Whenever someone “likes” or “tweets” a restaurant, for example, this indicates that person’s preferences regarding dining. Advertisers, by following and keeping tabs on the user’s activities, can then obtain different kinds of information. Nonetheless, such data is not considered as Personally Identifiable Information or PII; still, a lot of computer users think that it is a violation of privacy.
Sifting through Information
Of course, not everything that a person does may be relevant to an advertiser, and some kinds of information are definitely more useful than others. The specific websites that a user visits, for instance, may be more useful than a list of his her favorite films, which is posted on Facebook.
The trick is to sift through all these types of data and determine which ones can help in the behavioral targeting process. Likewise, it is also important to do so without offending the users; an advertiser must be careful and not be too “intrusive.”
Because of the growing public awareness about behavioral targeting and related methods, quite a number of groups have come up with initiatives pertaining to privacy. One prominent example is the Do Not Track policy. Another is the growing number of people who block pop-up ads. In spite of these actions, advertisers can always resort back to earlier methods of collecting and analyzing data. Concentrating on basic information such as age, gender, and location, for instance, may have to do instead of the more extensive tracking approaches.
Aside from going back to the basic methods, one could also give “frequency capping a try.” This is an AdWords feature that works by making sure that a certain ad is not shown to the same users over and over. Through this feature, an advertiser can adjust the frequency and duration of showing an ad to a particular set of users. These can be arranged by clicking on the “Settings” tab, proceeding to “Advanced Settings,” and clicking on the “Edit” by the “Frequency Capping” option. By doing so, customer would not feel so hounded by the same ads all the time.
Striking a balance between promoting your ads and ensuring user privacy is not an easy task. Nevertheless, this is an important part of effective and successful marketing. By considering the above options, as well as remarketing, an advertiser can strive to find this balance.