The Contra- of Allowing a Company to Amass Personal Data for Behavioral Targeting
Behavioral targeting is generally defined as identifying
consumers’ browsing habits to help you get education of target decisions when
it comes for future advertising and marketing campaigns.
For those whose have online
storefront, behavioral targeting is the purchasing habits of previous
customers in order to predict what customers will buy in the future and also it
is the practice of studying browsing for the costumers. When properly used and
interpreted, you can know properly how to target for your advertising efforts
and to ensure that you only reach customers who are interested in your services
and products.
We tend to disagree regarding this topic. This
article will explain our reasons why we disagree with allowing companies to
amass personal data for behavioral targeting.
Ø Health Risks Caused by Highly Influential Ads.
Digital
marketing will continue to be a strong force in the society, but it increases
concerns about the conceivable health risks these highly influential ads can do
to the society and especially to the youth and cultural minorities that have a
unique vulnerability to corpulence and health related difficulties. Specific
digital marketing practices that potentially increase these health issues
should be controlled.
Ø Expensive
Behavioral targeting is 23% more
expensive than old-style online advertising strategies. In order to see part marketing
work often times a company needs to revise itself from the management level up
and invest in either consultation agencies or a consumer research team. The
profits from segment marketing are reliant on how invested and thorough the
business is when dividing its market.
Ø Problems with
location-based marketing
Location-based
marketing is not that popular amid the common. Most of us would prefer privacy
with our mobile phones. Seeing an advertisement in our mobile phone is not a vivid
occasion. The advertisement will need to add related information to the
situation. Otherwise users will get the feeling of being spammed.
Ø Uneducated
clients
Either encounters of
behavioral targeting is educating clients and helping them realize what it is
all about. Advertisers should also be told that while behavioral targeting is
effective, it efforts best when complemented with other advertising techniques.
Ø Limited Reach
Behavioral targeting
is very effective for highly motivated consumers, but consumer preferences
change rapidly; a slight targeting delay backfires for the consumer. Behavioral
targeting may ignore potential customers, especially those who need motivation
and influence.
Ø Privacy concerns
When the products and services given
by the company require privacy, a person may be aggravated and offended if he
or she receives an email offering him those kinds of items and services. There
are always threads of privacy attached to any information from individual. As
for now, targeting is modest because of some privacy manacles. Data-mining
technology has raised eyebrows as privacy violation is inevitable for all of
these used data without permission.
Ø Problems with cookies and usernames.
The
most common way to track user online behavior is with cookies. They are often
track behavior by observing a user’s mouse clicks. The aim is to obtain enough
data to record a user profile and determine his/her preferences, so that ads
can be personally served, increasing a user’s purchasing desire. Furthermore,
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
Not all products are compatible and
it doesn’t work for all products. Regularly behavioral targeting is more
effective for products that don’t have attractiveness. If the products are for
older residents, for example, it may be a bit harder to find feasible viewers.
In brief, we think that companies are not allow to amass
personal data for behavioral targeting because behavioral targeting related
with Health Risks Caused by Highly Influential ads, especially
to the youth and cultural minorities that have a unique vulnerability to
corpulence and health related difficulties, it is also Uneducated
clients because there’s no explanation about behavioral targeting to be
effective.
Reference:
http://behavioraltargeting.biz/behavioral-targeting-pros-and-cons/
Good article. But what you list is mostly the disadvantages for the company that use behavioral targeting in their business strategy. Do you think there are other drawbacks to the customer other than privacy concerns? Thank you!
BalasHapusDon't forget to check out our blog!
Misit-corner.blogspot.com
Nice article, but you tell before that behavioral targeting is 23% more expensive than old-style online advertising strategies right? So what do you think about the way of good strategies? Thank you.
BalasHapusWhat a cool article you did, I'm Yosua one of the member of DATABASE MIS Group, I have a question regarding to second point about disagree in amassing personal data. You stated it is 23% expensive, but despite of 23% more expensive, it is has a significant influence towards the future progress of company? Could you explain why it is more expensive other than the old-style? Thank you
BalasHapus