Before I explain more detail about contra of
allowing companies to amass personal data for behavior targeting, you must
understanding what the behavioral targeting is.
Behavioral targeting refers to the different
technologies and techniques used by online website publishers and advertisers
which all them to increase the effectiveness of their campaigns. It is a method
used online advertisers to collect information on Internet users in order to
better target their advertising toward those users.
And…… it’s time to go to the point of this
article!! So guys, there is a lot of the reason that’s prove the contra of
allowing companies to amass personal data for behavioral targeting. Let’s check
it out!
Ø Problems with
cookies and usernames.
The most common way to track user online behavior
is with cookies. The aim is to obtain enough data to record a user profile and
determine their preferences, so that ads can be personally served, increasing a
user’s purchasing desire.
The weakness of this technique is that there may
be multiple users in one computer. And
also, browsers now have the option of deleting cookies and choosing to prevent
some or all cookies from gathering data.
Ø Does
not work for all products.
Usually behavioral targeting
is more effective for products that don’t have mass appeal. If the products are
for senior citizens, for example, it may be a tad
more difficult to find viable viewers.
Ø Expensive.
Behavioral targeting is twenty to thirty percent
more expensive than other traditional online advertising strategies.
Ø Uneducated
clients.
One of the challenges of behavioral targeting is
educating clients about it, and helping them understand what it is all about.
Advertisers should also be told that while behavioral targeting is effective,
it works best when complemented with other advertising techniques.
Ø
Problems with location-based
marketing.
Location-based
marketing is not that popular among the majority. Most of us would prefer
privacy with our cell phones. Seeing an advertisement in our cell phone is not
a marvelous event. The advertisement will need to add relevant information to
the situation, otherwise users will get the feeling of being spammed.
what are the advantages for the marketers if they don't use behavioral targeting? because in my opinion, the marketers who use behavioral targeting will get more advantages than the disadvantages. and please give an example about the marketer who don't use the behavioral targeting, and analyse whether their productivity increase?
BalasHapusgood article, as you said 'Behavioral targeting is twenty to thirty percent more expensive than other traditional online advertising strategies.' why behaviour targeting is expensive ? and how effective if we use behavioural targeting ?
BalasHapusand don't forgrt to check out our blog
misit-corner.blogspot.com :)