Most marketers measure success in terms of how effectively they change people’s behaviour. Usually this measurement is rooted in a short term return on investment model: we spent xx amount on marketing and it delivered xx amount in sales.
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Tag Archives: behavioural marketing
Have you got a behaviour problem?
You soon could have. That’s because the Internet Advertising Bureau has just put together a ‘best practice’ code on how you go about it. The three main tenets for behavioural advertising are consent i.e. you’ve got to give people a chance to opt out/in; education i.e. you’ve got to tell people how you’re going to use their data; notice i.e. tell people that you’re going to use it for a specific purpose.Is it going too far or not far enough? The key point of conjecture is that the companies that ‘cold ping’ you don’t actually have any of your personal data. It’s all down to that pesky cookie code on your hard drive. So, in effect, it is you and it isn’t you. It’s hardly the same as cold calling though. Indeed, if you head onto the Internet shouldn’t you expect it? Isn’t it all in the spirit of the web? Isn’t it great that companies are hunting you down to bring you thoroughly relevant offers and deals?
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