Do you currently implement online behavioral targeting (targeting Internet consumers by their online activities)? Have you ever considered the perspective of these Internet users? I am sure you have, but do you ever wonder how well-versed they are about online behavioral targeting? They might be smarter than you think...
According to research by Harris Interactive, a recognized research firm, U.S. Internet users are usually familiar with online marketing terms and online behavioral targeting.
Want proof? The top three display advertising terms known to U.S. Internet users are:
1) Internet cookies (84%)
2) Interest-based advertising (66%)
3) Online tracking (65%)
Check it out:
OK, so we now know that U.S. Internet users are a bit savvier then we may have thought. So what is the perspective of these savvy Internet users? What type of information are they willing to share with businesses like yours? Many prefer to share just non-personally identifiable information (i.e. Alan likes fishing, his interest). Most U.S. Internet users do not want to openly share their contact information.
Here are the numbers:
Last but definitely not least. If you are considering banner advertising, read this. Over half of U.S. Internet users would be more apt to click on your banner ad AND do more business with you if you gave them the option to opt out of online behavioral advertising (eMarketer).
As a business owner, I hope you better understand the profile of typical American Internet users. At the end of the day, the best way you can grow your business is by knowing who your prospective customers really are.
Did you think U.S. Internet users were this informed about online behavioral targeting and banner advertising? How do these research findings from Harris change your perspective now?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1,000,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
For additional insight from eMarketer, go here: http://www.emarketer.com/Article.aspx?R=1008542