19
Apr
by Justin McGill
Internet marketing has become an essential component of the overall marketing strategy for many businesses. Possible marketing venues have mushroomed as social network sites and search engines provide new opportunities to reach broad audiences. Online advertisers in the U.K., however, will soon find themselves under the same regulations that TV, print, and paid online advertising already operate under. As the U.S. considers following suit and even going a step further by restricting the ability to collect data, companies must ask how the new policies might affect them in the long term.
Privacy Issues
A key component of online advertising is collecting data detailing a web user’s internet search habits and the sites they visit in order to create targeted ad campaigns. Websites use cookies to monitor user preferences and create a more personalized online experience. Most sites already detail their information gathering practices in their privacy policy, but some companies have been less than forthcoming regarding the extent to which a user’s information might be used. Nearly everyone agrees that an individual user’s privacy must take top priority. The question, then, is whether ensuring privacy should be the job of the federal government or whether the industry should continue to self-regulate. Proponents of regulation argue that greater accountability is needed to keep companies from using personal information illegitimately. Experts in the industry express concerns, however, that regulations put in place by an oversight bureau would be unable to keep pace with rapidly changing technology, handicapping a company’s ability to take advantage of new advances while still adhering to the regulations. Companies such as Google and Yahoo have already stepped up to the plate by introducing opt out buttons that allow a user to decline cookies and remove any tracking software that has been placed on his computer. Additional concerns address whether online marketing as we know it could continue to operate without the ability to discern user preferences. Less targeted advertising could mean significant reductions in ad revenue and conversion rates, producing a ripple effect with ramifications for the entire marketing industry.
Could Regulation Hurt Businesses?
Government oversight of communication always raises concerns about freedom of expression. Regulations that begin with an effort to protect citizens from hateful or deceptive marketing could quickly cross the line by restricting views the government finds distasteful. In addition, increased regulations would need greater revenue to support the regulatory committee, which could easily lead to higher taxes. Since many small businesses rely heavily on online marketing, regulations would need to be sensitive to the ability of these businesses to comply without hurting their profit margins.
Protecting the consumer from privacy invasions and exposure to unwanted advertising content must take top priority for the online marketing industry. If the government becomes involved in the regulation process, however, there will need to be guidelines put in place to ensure that businesses are not hurt by the new policies.
Be sure and subscribe for the latest web marketing strategies and updates!
Justin McGill is a web marketing professional and runs a successful
Small Business SEO Firm. He is the founder and CEO of SEORCHERS (read: [surch-ers]) - a local web marketing firm specializing in organic search engine optimization (SEO) with a focus on converting visitors into clients. He is available for
SEO Consulting and now you can connect with him on
Google+!.
