Data and consumers’ use of the Internet

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OPENING: Facebook won’t check political ads for accuracy, Google is collecting healthcare data on millions and Apple knows everything about you if you use an iPhone. How will consumers respond?

Americans are so addicted to the Internet that the revelations around privacy probably won’t have any effect. Facebook has violated the trust of users repeatedly but it hasn’t lead to an exodus of accounts. The truth is that the Internet has become such a big part of our lives that we can’t do without it.

What about online advertising?

The use of ad blockers has been on the rise in recent years, fueled by web user frustration at the range of noisy, interruptive and deceptive promotions and offers which appear online.

According to research, around 30% of all internet users now use ad blockers, which can be problematic for businesses trying to reach their audiences, and tech platforms looking to demonstrate the value of their ad tools.

Online ads do best when they part of an integrated approach to advertising and marketers need to design ads to deliver messages without users clicking through to a site. Online advertising can also be very effective in generating brand awareness for new products. But don’t fall in the “programmatic ad” trap. My experience has shown that online ad metrics increase dramatically when they are placed on sites that align with demographics and psychographics.

And Facebook?

Facebook is promising to clean up some pages like those with bad health information but there is still a lot of bad advice that could lead to bad healthcare decisions.

Where do we go from here?

Originally published at on November 17, 2019.

Written by

Marketing contrarian with over 15 years of developing leading edge and award winning digital marketing initiatives.

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