The internet allows people to be able to access one another in ways that were unrealistic before. It has given Internet marketers a new window into the lives of potential clients, but it is also a double-edged sword. If you’re not prepared, you will end up not only losing your users, but giving their information to potentially dangerous people.
Behavioral advertising is something that’s been showing up on the internet in the last few years, and it has helped target certain products to many potential clients. This process is distinct from unsolicited advertising because advertisers pull information by observing what the customer does, and then suggests services and products that will benefit that person using the information obtained. Some customers like this because of the simple fact that they’re getting personalized suggestions that they are actually interested. However, there are customers that do not like the fact that their web browsing activity will be tracked and they are constantly being monitored.
An additional thing to understand is that the people that collect this data also sell it to marketers to enable them to better market their products and services. In a sense, this is the next step in marketing, and there is no site which could not have data pulled from it. Even sites like Facebook has started to provide data about their users to marketers. This also means that data collected on your website can be used by these businesses to assist other agencies.
If you look at the greater part of your client base, you’ll notice that they don’t like having their information given away to marketers. The FTC has also been covering this issue since the 90’s, conducting research and determining that which is acceptable. At this point, there are two options that users can pick from: opt-in and opt-out. A client who chooses to opt-out is one who doesn’t want their information given out, and does not want to participate in any data collection. If they choose to opt-in, they are allowing your business to access to their data, including google accounts.
However, it’s also critical to know that a person who has chosen to opt-in will not necessarily want to be bombarded with advertisements and unsolicited emails. In the event you bother them too much with messages or calls and faxes, you can expect to face the realistic probability of losing your clients confidence and having them opt-out. Instead, utilize the information they have given you to create specific marketing that is far better suited for that individual. By showing them that you are thankful for their cooperation and that you have products they can benefit from, you are gaining the consumer’s faith.
In the end, it all relies on trust and choice. The consumer has the choice to opt-in or opt-out, and marketers must respect that decision. If you follow their requests and provide great service, you will be able to gain the client’s trust and their service. It only takes one time to lose a client’s trust, so make sure that you maintain your sites safe and let visitors know if they are participating in any data collection and that you will honor whatever choice they make. You will be thankful that you did. Internet Attorney