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<atom:link href="http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: How Digital Marketers Will Survive the Coming 'Do-Not-Track' World]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments</link>
<language>en-us</language>
<ttl>120</ttl>
<description><![CDATA[Microsoft's IE 10 is just the start: over time, a majority of consumers will adopt Do-Not-Track, private browsing or similar tools.]]></description>
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<title><![CDATA[By: DAMON RAGUSA]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments-102891</link>
<description><![CDATA[Great summary, Adam. I just sat on a panel on digital marketing analytics and this question came up consistently throughout the conference. Here is what I heard:

- consensus was privacy will always be a growing concern
- the marketplace will figure out ways to continue capturing rich data
- firms need to consider incentives to breakdown privacy barriers (tiered pricing, give-backs, etc.)
- analytic systems need to do better to integrate data that is available and model out all the gaps]]></description>
<pubDate>Thu, 21 Jun 2012 17:15 EDT</pubDate>
<author>DAMON RAGUSA</author>
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<title><![CDATA[By: Mickey Lonchar]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments-102890</link>
<description><![CDATA[When social media gurus talk about best practices on Facebook, etc., one issue that often come us is &quot;transparency&quot;--about being forthright with customers and having a strategy that is about &quot;helping&quot; rather than &quot;selling&quot; through these channels. To use them for deeper engagement, not as yet another venue to push intrusive messages the fan/customer didn&#039;t ask for. 

Ironic, isn&#039;t it, that Facebook&#039;s (and the rest of the web, for that matter) entire ad model is based on the century-old &quot;intrusion&quot; model--to &quot;sneak&quot; messages in front of users who didn&#039;t ask for them. Just as consumers have rebelled against intrusion in other media by using new technologies (DVRs, pop-up blockers, etc.) and by paying a premium to avoid them, they are now moving the fight to social networks. Microsoft&#039;s announcement shouldn&#039;t be pilloried by advertisers and agencies; it should be viewed as a challenge to embrace the &quot;transparency&quot; of the web. 

People aren&#039;t naive. They know online venues must make money. And they understand there&#039;s a price to be paid for &quot;free access.&quot; If social networks (and web sites as well) were to acknowledge this, and embrace a model where they were to deliver ONE ad to each visitor which said &quot;We rely on your support to provide service. Please click here and see some offers we&#039;ve assembled we think you&#039;ll find attractive. Thanks.&quot; 

If these &quot;behavioral offers&quot; were good enough, relevant enough, and worthy of sharing, I could imagine engagement rates to be similar to the pitiful click-through rates on most Facebook advertising now. Plus every visit would be an opt-in.

Embrace transparency. Before it is thrust upon you.

http://www.quisenblog.com]]></description>
<pubDate>Thu, 21 Jun 2012 17:04 EDT</pubDate>
<author>Mickey Lonchar</author>
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<title><![CDATA[By: Ken Norkin]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments-102884</link>
<description><![CDATA[To ask how advertisers will survive in a Do No Track world seems to imply that advertisers should have a right to track anyone in the first place.

Consider this: Suppose I&#039;ve invented a printing technology that transfers a trackable marker to someone who has touched the magazine page on which an advertiser&#039;s ad appears. Reading devices at the doorways to stores capture the entry and exit of anyone who has touched my ad. Magazine publishers have decided that as part of the deal in providing your subscription, they have the right to offer this tracking capability to advertisers. Do you have no problem with that?

Or suppose a credit-card-issuing bank decides to use the near-field communications capability that is coming soon to our cards to allow its partners (meaning anyone who will pay for it) to similarly track the comings and goings of customers who carry those cards. 

How are these examples any different from an advertiser tracking where I go on the Internet after visiting their site or viewing their ad on a third party site? Especially if I don&#039;t believe I have any relationship with them or have never give them my explicit permission to know where I go, what I look at or what I do.

If it&#039;s true, as this article suggests, that consumers have only a &quot;vague uneasiness&quot; about being tracked online it&#039;s only because they&#039;re not aware of the capabilities at marketers&#039; disposal. I find it telling that while the article uses the word &quot;privacy&quot; many times, it doesn&#039;t mention &quot;abuse&quot; until the end -- as if tracking consumers on the Web is in itself not an abuse of technology or of the very limited relationship between consumers and the people who want to sell them stuff.]]></description>
<pubDate>Thu, 21 Jun 2012 13:16 EDT</pubDate>
<author>Ken Norkin</author>
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<title><![CDATA[By: Tim Burke]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments-102877</link>
<description><![CDATA[&quot;How Digital Marketers Will Survive the Coming &#039;Do-Not-Track&#039; World&quot; - there will need to be innovation. Do-Not-Track seems to be more &quot;Cookie-Based&quot; tracking behavior outside of the buying behavior because users are doing day to day search and activities. Innovation should be tailored more towards &quot;Action-Based&quot; delivery of ads based on past purchases and actions to deliver only the most targeted ads directly to individual devices (eventually when the final purchase will take place). With this philosophy ads will be delivered to individuals that have taken action with offers from delivery to purchase and consumers will want to see various ways to save. 
| @timburkedigital | www.a2zlogix.com]]></description>
<pubDate>Thu, 21 Jun 2012 11:50 EDT</pubDate>
<author>Tim Burke</author>
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<title><![CDATA[By: John Jackovin]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments-102872</link>
<description><![CDATA[The key in the future will be incenting users to self-identify. May seem odd, but if you understand the user&#039;s psyche, you will find there are many opportunities.]]></description>
<pubDate>Thu, 21 Jun 2012 11:15 EDT</pubDate>
<author>John Jackovin</author>
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<title><![CDATA[By: James (Jim) Pasquale]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments-102871</link>
<description><![CDATA[The Ad Industry and CMOs need to rethink the current engagement strategy of the Attention Economy focusing on an Intention Economy and one to one relationships with customers not just consumers leading the Industry back to traditional signaling methods. Companies stand to gain hugh benefit when they understand customers intentions.]]></description>
<pubDate>Thu, 21 Jun 2012 11:14 EDT</pubDate>
<author>James (Jim) Pasquale</author>
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<title><![CDATA[By: Barry McCann]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments-102870</link>
<description><![CDATA[There&#039;s track ... and then there&#039;s track. In this context, my assumption is that the consumer is saying, &quot;Don&#039;t track my specific behavior as I move from one site to another, and please don&#039;t push marketing offers at me based on that tracking.&quot; That doesn&#039;t mean, &quot;Don&#039;t track all my buying behavior.&quot; We still have the most valuable tracking: the purchase, the source code, the sequence of push marketing events, etc. The combining of even these data points across, say, Website databases, email campaign tracking databases and ERP systems is still extremely valuable and a revolution in direct marketing, which typically has had to plan and execute in silos, e.g., email, direct mail, telemarketing, Web marketing rather than in an integrated fashion. Take heart. There&#039;s always opt-in, too. Many consumers may find they *want* relevant offers associated with life events and buying signals. For me, that&#039;s certainly an improvement over getting slammed with an email every day for the same product until I happen to need it.]]></description>
<pubDate>Thu, 21 Jun 2012 11:14 EDT</pubDate>
<author>Barry McCann</author>
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<title><![CDATA[By: Dan Ward]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments-102868</link>
<description><![CDATA[This should provide a shift to more mobile development. While browsers are adopting a &quot;do not track&quot; mentality, native mobile apps still provide rich analytics.]]></description>
<pubDate>Thu, 21 Jun 2012 10:57 EDT</pubDate>
<author>Dan Ward</author>
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<title><![CDATA[By: Tim Burke]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments-102867</link>
<description><![CDATA[Good Article. Would be interested in hearing more of your thoughts on how much a user would mind being tracked if they can benefit from material that is specifically directed at them, and not socially spread unless they specify what and who. I believe that once consumers realize that in the mobile marketplace consumers can provide offers to &quot;individuals&quot; rather than specific demographics, they will accept certain tracking- as it benefits the consumer eventually.]]></description>
<pubDate>Thu, 21 Jun 2012 10:42 EDT</pubDate>
<author>Tim Burke</author>
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<title><![CDATA[By: Dan Pagliarini]]></title>
<link>http://adage.com/article/digitalnext/digital-marketers-survive-coming-track-world/235528/#comments-102865</link>
<description><![CDATA[The Ad industry has a lot of control over a lot of things and it will be around forever - everyone will eventually believe what we say if it&#039;s executed correctly. Soo... why don&#039;t we not sit around and let this amazing data (that benefits both us and the consumer) slowly get locked up and instead, start educating consumers using our huge influential network so they know why this data is so good for them. Everyone wants content that is relevant to them.]]></description>
<pubDate>Thu, 21 Jun 2012 10:32 EDT</pubDate>
<author>Dan Pagliarini</author>
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