Consumer Privacy and Digital Marketing: Web 2.0 and 3.0
The World Has Changed
Digital Advertising and Consumer Privacy
Facts:
- Companies are competing for ownership of consumer data.
- Consumers want their personal data and privacy protected.
- The EU and FCC have created privacy rules (still in development and must mature).
US-FCC Trends:
- Increased FTC monitoring and intervention.
- Improved Internet content monitoring.
- Determining ISP and website accountability for digital consumer privacy.
EU-GDPR (General Data Protection Regulation):
- European privacy law restricts how personal data is collected and handled.
- Ensures that users know, understand, and consent to the data collected about them.
- EU-Google announced that it would stop using email content in Gmail to personalize ads.
How to Approach Digital Marketing 2.0
The consumer profile is segmented and includes psychosocial profiles. The key is to obtain information about customers and consumers. Customer Relationship Management (CRM) software manages customer data (any data). Marketing automation software manages marketing data, such as the “customer journey”. New digital marketing features include web cookies and segmentation in web 2.0.
Email Tracking
When an email message is sent in HTML format (not a plain text message), the email software embeds a small tracking image (web beacon) at the end of the message. A web beacon is a small image.
Data Collected:
- When the recipient opens the message, the tracking event is recorded.
- When they click on a link or open an attachment, another tracking event is recorded.
The collected data (response events) accumulate over time in a database to report metrics such as open-rate and click-through rates. Email tracking services offer statistical summaries of this tracked data.
Web Cookies
What is a Web Cookie?
A cookie is a small piece of information (data) sent from a website and stored on the user’s computer by the user’s browser when a user is browsing that website.
Initially: Cookies were designed for websites to remember stateful information in a stateless environment (the old internet).
- Used for remembering your preferences, such as language.
- Used to know whether the user is logged in or not.
Nowadays: Cookies are a Swiss Army knife for data tracking:
- Session management: remember your settings on a website.
- Authentication services: determine if a user is logged in or not.
- Web visitor tracking: to understand how every user is using a website.
Types of Cookies
- First-party cookie: The cookie’s domain attribute matches the domain that is shown in the web browser’s address bar (e.g., eserp.com).
- Third-party cookie: The cookie’s domain attribute belongs to a domain different from the one shown in the address bar.
- Session cookie: (temporary) Exists only while the user browses the website.
- Persistent cookie: Automatically recreated after being deleted.
- Secure cookie: Only for secure HTTPS connections.
3. Samba TV competes against iSpot, Vizio, and Alphonso.
Segmentation in Web 3.0
The Filter Bubble
The Filter Bubble is a state of intellectual isolation that can result from personalized searches when a website algorithm selectively guesses what information a user would like to see based on information about the user. As coined by Eli Pariser, users become separated from information that disagrees with their viewpoints, effectively isolating them in their own cultural or ideological bubbles.