Do you ever wonder if your Amazon Alexa or iPhone is listening to what we have to say? Especially when you see an ad on something you were specifically talking about it or recently searching?
This is retargeting advertisements when ads are placed based on demographics, ones buying history, or searching behavior. When using Google, that means you are giving them access to keep records of your browsing history, exact GPS location, and all of your data. Along with any site you are visiting, you are allowing them to have your location when accepting their cookies policy. Digital data has pros and cons. It makes people upset is that there is so much access to personal data. People would be more aware of this if they were to read the new contracts on terms and policies, along with cookies policy. However, who has actual time to read those long contracts, people just say yes or ‘i agree’ or ‘allow cookies’ and keep moving on. There are some consumers who agree to using cookies, find it more valuable because it makes their feed more personable and making it an enjoyable internet experience.
As for marketers, digital targeting has been effective in improving the response to advertisements.
Instagram and Facebook make it easy for digital marketers to retarget consumers with a variety different of ads. Retargeting brings brand awareness, once a consumer accesses a brands business, it’ll pop up on their feed in social media or a side ad on a website in hope to bring more interest to them with that specific brand targeting. Another positive note of cookies allowing retargeting is trying to capitalizing interest. For example, say a customer adds a product to their cart but doesn’t end up purchasing it right away, the marketers can provide a specific personalized message (ad) for that customer reminding of that specific product.
However, there has been a decline for marketers who have reduced access to data. To the internet we are the product and a customer. They use our data for them to target us as a customer. Basically, anything you use free on the internet will have access to your digital and personal data.
“Nobody cares about you as a person, but they care about you as a customer. That’s how business works.” (1)