Do you think that behavioral target marketing discussed in Chapter 6 should be allowed? Why or why not?
Behavioral target marketing is one of the most genuine ways to identify customers and let corporations make some proper analytical decisions, which would be helpful in future advertising and marketing campaigns. There are a number of positive factors as well as negative ones of behavioral target marketing, and with the help of these factors, it can be decided whether or not target marketing will be allowed.
Behavioral Target marketing should be allowed as it helps businesses to interact with customers in a new and most interactive way. Behavioral targeted marketing allows companies to get to know their customers well. It increases productivity without a huge amount of investment in the initial phases. The marketing research increases, which helps generate new and unique innovations. It also helps to anticipate the needs of the client. Behavioral targeting is able to provide anything to the customers, and the most interesting point in this discussion is that it helps the customer even before the customer realizes that they need it. The best example is the online business, in which the customer’s behavior while using the internet is checked and analyzed to make better innovations in production. Time and cost are also minimized while performing behavioral targeting.
In a nutshell, it can be concluded that the behavioral target should be allowed as it is helpful for both the customers and the markets/corporate sector. There are some cons that create hesitation in the decision-making meetings for finalizing the behavioral targeting, which is the most common, which are high cost, privacy attacks, locations, health risks with ads, lack of education in clients, and limited access. They play an important role in decreasing the interest in implementation, but the results are amazing. That’s why Behavioral targets should be allowed.
Responses
Response 1: Behavioural advertising can be a win-win for consumers and advertisers
The opinion is valid, but there is no need to show the disabilities like the user information is not identified; the shift is not necessary to identify the users as it affects privacy, but since the activity is tracked, the corporation would be able to work wit,h the user activity to modify its process, production, and advertisements.
Response 2: 7 Predictions for the Future of Online Marketing
This article is highly beneficial for understanding new trends and also helps to understand the future modifications of corporations that would be necessary to develop. There are seven predictions identified. They are not much because online marketing is a vast field, and the trends have increased significantly.
Response 3: Behavioral Targeting Might Scare Consumers Less if We Did a Better Job Explaining It
The author has clarified their position, and the example of the eggshell walk would be highly appreciated as it helped them understand the facts. There are many people who avoid or oppose the use of their cookies for advertisement selection, and there are also some who have sued proxies so that they would not be tracked for analysis purposes because the advertisement companies think only about their own selves.
Response 4: Julie Em, Discussion #6
Your point is accurate, and I agree with your words. Shopping in malls and stores is a headache, and since the purpose could be fulfilled by just sitting at home, then there is no need to do physical shopping. Also, the return and exchange are available, which is highly helpful.
Response 5: Yuntao Pan, Week 6 discussion
Your collected text from the paper is relevant, and I appreciate this approach. The discussion is highly relevant, and the explanation of the process is also good. The use of cookies is highly considered in internet browsing and shopping as well. The companies only work for profit, so they are profit-oriented, and we cannot blame them for that.
Works Cited
“The Ethical Issues With 3Rd Party Behavioral Tracking | Adexchanger”. Adexchanger, 2011, https://adexchanger.com/the-debate/3rd-party-behavioral-tracking/. Accessed 10 Mar 2018. (Required Article)
Shen, Qiaowei, and J. Miguel Villas-Boas. “Behavior-Based Advertising.” Management Science (2017).
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