An expert has championed behavioural advertising as a form of lead generation, but called for more information to be given to consumers.
Lead generation can be improved with the use of behavioural advertising, but the technique should be explained to consumers.
David Gilbert, spokesperson for digital marketing company TGB, claimed that this form of marketing provides "measurable return on investment", which advertisers love.
But users are objecting because they feel their privacy is being intruded upon, which would not be the case if they understood the benefits to themselves and to advertisers.
Mr Gilbert explained: "Once users understand how behavioural advertising works, they will feel more comfortable about it and trust will be restored."
He suggested that marketers add explanatory information on their website and clear instructions on how to opt out if they do not want their online behaviour recorded.
In his view, "targeted advertising" is nothing new in itself.
Recent research by the Internet Advertising Bureau and Olswang revealed that 72 per cent of online users are not aware of behavioural advertising.
Posts
No comments:
Post a Comment