Behavioral Targeting: The Peeping Tom of Marketing

     Navigating the World Wide Web is just about as private as changing backstage during New York fashion week; not private at all. Do you ever wonder how seemingly random companies obtain your e-mail address knowing detailed information about your personal demographic? The answer is behavioral targeting. 

 

      Online retail stores are repeat offenders of behavioral targeting, in part because it's a valuable tool for targeting consumers but also because users' personal information is so readily available. While the majority of society has their panties in a bunch over lack of privacy, it's undeniable that in being indulged in a world of social media, we are giving up our anonymity on a daily basis. 

 

      In participating in social websites where information is freely give out in obsessive details, is there really any justification in whinnying? When advertisements on Facebook pop up under the “Sponsored” list for Shoedazzle.com is it because you've “liked” Kim Kardashian's page? Probably not if you're over the age of 15, but it could be because you've liked Christian Louboutin's page. This is just one of many ways behavioral targeting is done. 

  

     Another way behavioral targeting is being used is through real-time updates on facebook. An example of this is if a very intelligent and fashion forward Facebook user updates her/his status as “In utter lust over the new Alexander Wang collection!!” Facebook hears Alexander Wang and suggests that you check out Designerapparel.com where you ideally click and make a thousand dollar purchase giving the money to Designerapparel.com as opposed to directly giving it to Alexander Wang. This same concept is used during Google searches. 

Life is too short to blend in,
Jessica 
http://e-marketingforsensiblefolk.blogspot.com/ 
http://mashable.com/2011/04/26/behavioral-targeting/ 

E-Commerce..The Virtual Makeover of Retail Therapy

    Online shopping is nothing new for most retail stores, as many popular companies offer online retail therapy capabilities. However, is e-commerce technology hindering in-store revenue?  While gas prices continue to soar, the number of vehicles found in retail parking lots are steadily declining. It comes as no surprise that within the past year large corporate companies such as Google have invested in fashion e-commerce sites.   

 
    Google's launch of Boutiques.com works similarly to the much talked about Shoedazzle.com which assesses users' personal styles to recommend other brands and merchandise. Aside from the benefits of avoiding chaos at the mall and the exhaustion of running around, e-commerce sites offer a wider variety of product not available in stores. ComScore Inc. has reported that the virtual accessory and apparel commerce has grown into a $19 billion industry in the U.S. alone. Other online retail stores, such as ASOS.com, lure in consumers with not only a massive selection of styles, but offer free shipping and returns. This marketing tactic is too good for any fashonista to pass up.
  

    Shoppers, more than ever, are using technology as a recourse for finding up-and-coming fashion trends that have yet to become commercialized. The essence of fashion is setting yourself apart from the rest while staying true to your personal style. Online bloggers and video-bloggers have made walking around the mall and waiting for the monthly addition of Vogue a thing of the past. Why see what everyone else is wearing when you can stay one step ahead and following European fashion through online resources like YouTube.com?
  

    In the information age, one would be remiss in not only recognizing the advantages offered by the empowerment of technology, but the influences that flow from its sheer scope. Fashion has always been global, but now it remains global at one's fingertips.

Life is too short to blend in,

Jessica.

http://online.wsj.com/article/SB10001424052748703688704575620840174153292.html

http://e-marketingforsensiblefolk.blogspot.com/