For some time now, consumers have been aware of the privacy flaw of the internet. Popular websites like Google and Facebook have long been exploiting data from the internet about consumers. Searching “pizza” on Google automatically shows a Pizza Hut ad. It has even been said that some companies are checking social media before hiring future potential employees!
Everywhere on the internet, there is consumer data being gathered for advertisers to target their audience more efficiently. With this data, companies have the ability to target their consumers strictly by their interests. For example, a consumer who searches “fishing” on Google will likely receive plenty of advertisements selling fishing equipment. This is something I have experienced first hand. Recently, I had ordered a pizza through Domino’s using their website. The next day, I logged in to one of my social media accounts and noticed several advertisements – not only by Domino’s, but their competitors as well.
This type of marketing is widely known as behavioral marketing. Behavioral marketing is a marketing strategy in which companies target consumers based on their interests. For example, a consumer who owns a boat may be targeted by Bass Pro Shops, since this consumer is likely to be interested in their products.
Is privacy important to you when searching the internet? Do you support behavioral marketing? Have companies gone too far to reach their target audience?
What is your perspective?
The Advertising Perspective 