Spoke at a Marketing Society event last night on search and the future of search. One particular comment from the audience stood out…
…a guy suggested with Microsoft adCenter offering demographic targeting and Google now using a kind of behavioural algorithm to help advertisers reach their target audience, that consumers would find this kind of technology to be “creepy.”
When I talk to consumers about how we can target them, there is an initial reaction of concern, but when you explain that all these great services like search engines, email, instant messaging and rich portal content comes free because it’s ad-funded, the mood does change to one of acceptance.
As long as we’re responsible with any data, and communicate that it helps enrich the web and their internet experience, they do get it….
Have a nice weekend!