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Digital marketing- privacy and security is an issue that consumers and marketers cannot avoid.  Consumers and marketers are often on either ends of the privacy and security teeter totter, unable to find the perfect balance.  Savvy millennials (age 18-25) are early adoption and users of social media and this group of users are smartening up as they actively monitor their online footprints.

This is the the usual take for online privacy and security.  What is interesting about predication #4 for 2011 is the “new light” that is shed on this topic.

“The types of data consumers are willing to share can give marketers insight into how to avoid consumer backlash.”

Consumers offering information about themselves can help marketers tailor the messages that are advertised.  Optimistically saying, marketers are trying to make the consumers’ life easier by advertising things that will suit their needs; making life better for both parties.

As mentioned before, information released online becomes more reviewed and monitored by the writer ( such as savvy millennials).  This snapshot may only capture a glimpse of the consumer, thus containing little insight.  To overcome this hurdle, marketers should demonstrate the benefits of consumers divulging information and opinions.  Therefore returning to:

1. Knowing what makes a consumer happy,
2. Marketers can then control how much advertising and what type of advertising is targeted to each consumer.

Users online surf with objectives.  From the perspective of how marketers deal with users search behaviour:

I read a report by Sapna Satagopan, JupiterResearch on Search Engine Selection Strategies.  It mentioned how the search engine industry is dominated by Google and by Yahoo and how these search engines are not the only options for a marketer.  For example, competition for keywords are becoming expensive, thus marketers must invest more in order to be easily found.  Marketers need to focus on “adding value to their spending.”  Three types of search providers:

1. General [top tier](ex. Google)
2. Vertical/ Niche (ex. Shopping.com)
3. Feed-Based (ex. Froogle)

Vertical and feed-based search providers can be used to keep costs down while remaining high on search results of these providers.  An important note is to keep in mind “measuring the benefits of TARGETING vs. SHEER VOLUME.”

Why are these providers not as popular if they are as effective as it claims (4% higher click-through rates with using other providers on top of Google or Yahoo)?  Consumers continue to use these general search providers because they trust these providers, became comfortable with the process and made it a habit.  Getting customers to switch is a difficult challenge, especially when change is not usually well accepted.   And in order for consumers to change, they need to be informed about the options; which I believe these two providers lack – advertisements!