News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
New study finds Americans reject tailored advertising
Consumers simply don't like being tracked online, and the more they know about how they're being tracked the less they like it. Such are the findings of a study, released today, by the universities of Pennsylvania and California, Berkeley.
Two-thirds of Americans surveyed by the universities said they did not like the idea of ads being tailored to them via online tracking. However, once respondents were made aware of three common ways their activities were tracked online, that percentage rose to between 73% and 86%.
Armed with this knowledge an additional 20% of respondents were unhappy about being tracked in retail stores, 18% disliked being tracked via other websites and 7% said targeted ads were not acceptable when they were tracked on a website.
So incensed are consumers that the majority (92%) would support a law that required retail and advertising companies to delete all data held on a person, upon request. Sixty-nine percent would like to see a law in place that gives Internet users the right to be made privy to data a website has collected about them.
"I don't think that behavioral targeting is something that we should eliminate, but I do think that we're at a cusp of a new era, and the kinds of information that companies share and have today is nothing like we'll see 10 years from now," said Joseph Turow, co-author of the study and a professor of communication at the University of Pennsylvania.
The solution? Information respect. Educate consumers about the benefits of targeted advertising while providing them with a degree of control over what data is collected and how.
The 27-page report can be downloaded here. (.pdf)
- Commuters highly engaged and active mobile audience for brands, retailers
- We2 to connect NYC's retailers and consumers via 'social WiFi'
- Consumers rate email as most relevant and accurate of all channels
- Research: Silver surfers feel undervalued by retailers
- Global PC sales fall for sixth consecutive quarter
- Releases evaluate content, make file sharing simpler
- Responsys: Mobile pushing conversions
- How to build loyalty through games
Featured White Papers
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...
- 10 Tips to Make your Facebook Content Newsfeed-Worthy
There's only one surefire way to reach the heart of your Facebook Fans: the newsfeed. And for brands, that means...
- Benefits of Web Self-Service
Customers want to solve their issues quickly and easily on the Web. Here we provide 3 recommended capabilities to invest...
- Google Hummingbird - The Marketer's Guide
Hummingbird is the most dramatic change that the Google search algorithm has seen in well over a decade....
- Worksheet: Are You Ready for Marketing Automation?
Use this worksheet to determine if your company is ready to use marketing automation. Regardless of your score, there's good...
- Wiley's Modern Marketing Book Bundle - A Free 163 Page Sampler
This Wiley e-book bundle includes selected materials from 6 recently published titles in Wiley's expansive catalog of titles. The material...
- 5 Recurring Revenue Growth Secrets
Your existing customers are the lifeblood of your business and the revenue that they provide is your most profitable. Why...