The shift toward privacy-friendly marketing

25 Sep
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Online advertising is constantly reinventing itself to be more efficient and better able to target the right audience. Whereas once click-through campaigns and behavioral targeting were on the cutting edge, marketing and advertising associates are beginning to realize that, while they can increase sales, these approaches don't ensure that advertisements make it to the people who are looking to purchase these products and services and therefore aren't achieving maximum results.

One reason is that behavioral targeting doesn't always indicate a willing or able buyer. For example, a young woman might love traveling and enjoy researching on travel sites that feature the places she'd like to visit, however she may not be able to afford that all-inclusive vacation package to Fiji. In such cases, behavioral targeting is ineffective because it solicits any potential buyer who visited a travel site, regardless of whether she can afford to make the purchase. In other words, someone who was never really a qualified potential buyer at all. Marketing and advertising associates need a way to identify qualified candidates for purchases.

Another reason that behavioral targeting campaigns aren't as effective as they could be is because they rely on the tracking of consumer online habits through the placement of cookies or tracking pixels. Most consumers don't appreciate having their activities monitored in this Orwellian manner and some are proactive about blocking or erasing trackers with firewalls and online security programs that regularly assist them in deleting trackers. That means that the practice of placing cookies and pixels limits the potential audience, but it also undermines consumer trust and can reflect badly on a company brand.

Curt Viebranz, the one-time president of AOL's ad network who is now the CEO of Korrelate, believes that the current shift in online marketing strategies is moving away from click-analysis and behavioral marketing and toward a new frontier: consumer audience attribution which optimizes audience reach and is more sensitive to the issues of consumer privacy, which he revealed in an interview with Digiday Daily.

Semcasting IP Audience Zones has embraced the new methodology and has devised a way for advertising and marketing professionals to attain attribution and protect consumer privacy. Through the collection of high-quality demographic, psychographic and buyer data, it has been able to identify IP address clusters at the sub-zip code level. These IP analytics enable users to identify thousands of predictive models, and divide the United States into nearly 600,000 zones that are qualified by demographic attributes such as life stage, affluence, brand affiliation and home values - and because it uses IP clustering instead of behavioral tracking, individual consumer identities are protected and marketers attain 100 percent reach to the potential audience. Using these predictive models, companies can ensure that their ad campaigns are highly targeted to provide the best return on their investment.

Last modified on 09.25.2011
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