[TM Editors Note: This
Scientific American story appeared on Feb. 18. How should marketers respond to arguments like it?
] Imagine an Internet where unseen hands curate your entire experience. Where third parties predetermine the news, products and prices you see—even the people you meet. ... This is not far from what is happening today. Thanks to technology that enables Google, Facebook and others to gather information about us and use it to tailor the user experience to our own personal tastes, habits and income, the Internet has become a different place for the rich and for the poor...
More Suggested Content:
How Online Privacy Trends Could Hurt E-commerce Sites
October 24, 2012
From Internet Retailer
Privacy advocates generally favor making it easier for online consumers to block or delete tracking cookies. But if consumers do turn off cookies, they may find retailer websites less suited to their individual needs, says Eoin Comerford, CEO of Moosejaw Mountaineering, a multichannel retailer of outdoor sporting goods. “There’s a consumer expectation for a certain degree of personalization in the e-commerce site experience, and if more consumers say they don’t want to get tracked at all, it will hurt online retailing.”
Behavioral Targeting Through Online Display Advertising
December 7, 2012
From Sirius Decisions
As I was doing my online holiday shopping this weekend, I couldn’t help noticing how precise behavioral targeting has become. They were right: I did like that pair of shoes, handbag, scarf and rhinestone-studded dog collar. Four purchases later, I was proof that this form of targeting works. As early adopters of behavioral targeting, retailers and e-commerce sites have long used the technique to improve the relevance of their product offers to individual visitors. But these strategies are just as applicable for more-complex business-to-business selling. Whether you are selling b-to-c or b-to-b, the online interaction between a buyer and