It seems that the death of privacy is greatly exaggerated. The latest stat to come out of the Digital Advertising Alliance (though an accredited partner) is that 1 in 700,000 “users” actually choose to opt-out – equating to an opt-out rate of 0.00014%. Now, there are lots of reasons why the number of people who are concerned might not be reflected by that, including:
- Lack of knowledge about how to opt out
- Not being aware of being targeted in the first place
- General lack of time/inertia
Online targeting is broken. And over the next couple of posts, I hope to make it clear why I think that. In fact, this blog is now going to focus more closely on targeting, for that reason. I think we can fix it, the timing is right. 2011 may be remembered as the year that targeting started to really work… (it will also be the year of mobile, as was 2010,2009,200….)
Much of what marketers call “targeting” is still based on traditional marketing segments: postcode, age, gender. The online ads world is racing towards the identification of “audiences” based on many of these segments, and as such is placing an even greater premium on the concept of “male” and “female”, alongside other geo-demographic data.
A cliche we hear a lot is “content is king“. I’ve heard it in speeches from Rupert Murdoch to Eric Schmidt, and it just seems to be an accepted fact. It was said a lot in the late 1990′s to fuel part of the dotcom boom. And in the last year or so, this meme seems to have taken an upward trend again.
But is content king? If you look at the most successful brands and companies, I don’t think so.
Color affects us all the time - from a red traffic light to the placebo effect of a pill (yellow chalk pills are the most effective antidepressants it seems). And we all know that the meaning of color varies based on where you are in the world, or in what sort of society or religion. The recently created ”Colours in Cultures” chart brings this to life (click on the image to view the original)