Pro and Cons of Allowing Companies to Amass Personal Data for Behavioral Targeting

          As we know, behavioural targeting needs personal data to increase the effectiveness of advertising using user web-browsing behavioural information.

          Behavioural targeting is generally defined as identifying consumer's browsing habits to help you make educated targeted decisions when it comes to future marketing and advertising campaigns. When a consumer visits our website and the searches they make, allow sites to collect that data. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles.

          In this case, we are in pro group because we agree if companies need to amass personal data for behavioural targeting. We have some reasons why personal data is needed for behavioural targeting. Let's take a look on statements below.

       1. Allows you to know your customers very well

           If we provide many useful goods such as products that can work for the consumer, and moreover it is a rare item, we may know what they really want to buy from the same data that have visited the website.

       2. Anticipate the needs and wants of your current clients

       With behavioural targeting, you can anticipate the needs and wants of your current clients, and use this information to base your marketing decisions on the assumption that the needs of your current clients will close match the needs of your future clients. Behavioural targeting can provide consumers everything they need before they even realise they need it, which almost always guarantees a sale. Online businesses can anticipate consumer browsing habits and offer suggestions that lead to your products.

       3. Increase your productivity

         Behavioural targeting is a tool which allows you to increase your productivity without spending much initially. This involves studying the behaviour of your average clients so you know where to search for them and ensure that your ads are being viewed by the audience. Behavioural targeting allows you to cut time and costs by utilizing behavioural targeting tactics and focusing your advertising efforts on your target audience. When you place the appropriate service or project dressed in a marketing effort they appreciate, and with a price tag that meets their expectations, your marketing sales profits will skyrocket.

       4. Marketing Research and New Innovation

        Marketing have discovered that there is another use for behavioural targeting aside from online advertising sales. They found out that it is a good way to do some research and figure out the kind of people that buy their products. For instance, what else are their clients interested in aside from their products. Cell phone can use zip code, area code and GPS data to let users know where the nearest business establishments are. Ads will show up in your cellphone, selling products sold by local businesses within your present location.

          But there is a weakness by using personal data for behavioural targeting, privacy concerns. Actually data-mining technology has raised eyebrows as privacy violation is inevitable for all of these used data without permission. Trust is a main issue, and behavioural targeting companies claim that they are highly responsible for these data, imposing bans and regulation. Ultimately, it is privacy concerns that primarily cause negative impression on consumers.

          In conclusion, we still need personal data for behavioural targeting. Therefore we may help them to obtain all the information and ways in order to buy the things they want and fulfil their satisfaction.

References:

https://en.wikipedia.org/wiki/Behavioral_targeting

http://behavioraltargeting.biz/behavioral-targeting-pros-and-cons/