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NONE: Re: ONLINE-ADS>> Database marketing / invasion of privacy
Re: ONLINE-ADS>> Database marketing / invasion of privacy
Mal Pacheco (mal_pacheco_at_play4prizes.com)
Mon, 27 Oct 1997 10:14:56 -0900
> Mark Dolley, zapworks! asks:
> Are people likely to come to accept what they perceive as invasion of
> privacy, as ads are targeted according to strict profiling?
The percentages in the poll are no surprise as the average respondent does
not question what the poller means by "personal" or "financial." The
respondent presumes the poller refers to extremely intimate details when,
typically, that's not the case. Does "personal" mean how many times does
one cooks dinner each week compared to dining out or does it refer to what
one does when the lights go out. It's the classic fear of the unknown,
what might be asked rather than what is asked, that makes respondents
recoil. Potential respondents are much more likely to answer if they know
what the questions are rather than some vague fear of what they might be
asked of them.
Having spent 21 years in sales, sales training and marketing (17 with a
bank and 4 with TRW) where the real trick is framing the right questions in
the right way, I have found most people will answer questions that are one
or two degrees more personal than cocktail conversation queries without
flinching. Anymore than that and they want something in return: a credit
card (a chance at one, anyway), enter a contest, win a free gift (which is
not winning anything free but purchasing the gift with information), or
even the ability to post to a group like this one. The closer you can
project the value of answering the question to the respondent, the more
likely he or she is likely to answer, answer honestly, and not perceive it
as an invasion of privacy.
Lastly, most people will never know they're being targeted on the web.
It's easy to follow that path from one mail order catalog on your doorstep
to the next based upon a misspelling or included middle initial, but it's
much more subtle when it appears as a random ad placement as there's no way
to truly know if it's random or targeted, though being in the business I
could make some educated guesses...
Here to ask the right questions,
- Mal
***************************************************************
* Mal Pacheco *
* Sales Mal_Pacheco_at_play4prizes.com *
* Play4Prizes http://www.play4prizes.com/m *
* phone 510/654-4995 *
* Getting People to Where You Want Them *
***************************************************************
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