The newest trend in online marketing is a pretty obvious concept that consumers are thrilled over. Taking the consumer shopping cart and turning it into online advertisement, digital marketing has started working smarter.
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Digital marketing, affiliate marketing and online advertisement all have one major thing in common aside from their cyberspace connection. They are all focused on online shoppers; consumers of the digital age that want goods and services without having to leave the comforts of their homes. And now, online advertisers are starting to find new ways of digital marketing to those same consumers by keeping better track of the endless amounts of data they receive every day.
Through the process of search marketing, marketers are able to keep track of consumer interests and targeted products of interest. Search marketing is the tactic of following the digital trails that consumers leave in their searches for products or the click by click trail left from one advertisement to another.
Marketers use the combined amount of information gathered on one consumer, compare it to other consumers who shared similar interests and then implement a variety of similar advertisements that the secondary consumers enjoyed to the first consumer. By linking consumer interests in advertisements and products of similar interests, marketers can increase their advertisements and thus have larger sales.
These electronic retailers have been monitoring consumer interests and have been filtering through them in an attempt to gather the kinds of data necessary to properly advertise to the various audiences they receive on any given day. Etailers are a digital form of scientist, studying the behaviors of their consumers and gathering data to bring to some kind of digital marketing science-fair in their attempts to win the advertisement blue ribbon. All the while, consumers are being inundated with advertisements that may or may not interest them.
While this may be a useful tool for some, what do those who are uninterested in being funneled into a marketing whirlpool do? Some buyers simply want to go onto their websites like Amazon or Ebay and buy what they need without being attacked by hundreds of other ads.
According to an Ecommerce Times report, “there is no more powerful information than shopping behavior—and in particular, actual purchasing data,” so shopping cart information can be just as valuable to advertisers as the click-by-click interests of the consumers. Keeping track of this information can be dangerous to consumers if it is “accidentally” leaked to other affiliated sites, bombarding the consumer with endless advertisements that they have no interest in whatsoever.
Etailers may be finding ways to make advertisement and digital marketing stronger for shoppers who have short attention spans and want to explore every ad they see, but for the “Average Joe,” who just wants to go online and make their purchase, the hassle is enough to make them actually go out to the mall! Digital advertisement is making great advancements, but will their pursuit for the perfect ad site be their own undoing?
Author Ivan Paramore is conflicted with the new advancements in digital advertisement. While there are plenty of worth while ads out in cyber space, the last thing he wants is to receive an ad for women’s clothing after buying a sweater for his mother online!
Marketing Done Right? Using Consumer Data to Profit Advertisement - Indyposted -
