Behavioral Targeting Faces Paradox
BEHAVIORAL TARGETING—UKJanuary 25, 2010
Marketing Week reports that, according to a new poll, 95 percent of the UK's Internet users say they are interested in receiving online marketing tailored to their interests. That's good news for the interactive marketing industry. However, 77 percent of those same people say they always opt out of Internet marketing campaigns. The study also reveals that a quarter of consumers are rebuffing communication from brands they know and trust, up from 18 percent a year ago. "Through well-publicized instances of data breaches and the mishandling of personal information by large organizations, consumers are sensibly becoming more selective about who they share their personal details with," said the Direct Marketing Association's Robert Keitch.