Sunday, May 2, 2010

Inbound marketing, behavioral marketing, social media and what we used to know as privacy

This has been a very interesting week for news surrounding the inbound marketing world.

For starters, Facebook founder Mark Zuckerberg apparently has a disregard for safeguarding one's privacy, via an off-the-record remark from a Facebook employee to New York Times technology blogger Nick Bilton. Ouch. A scary thought as Facebook continues to grow as a daily part of our digital lives.

Then in this morning's New York Times, Natasha Singer's "Shoppers Who Can't Have Secrets" is an enlightening piece about behavioral tracking -- a perfect segue from Thursday's story in the Wall Street Journal about Apple's new iAd mobile advertising platform.

iAd is making the rounds among the world's largest ad agencies and most influential media strategists, who report that this will not be a "small business" advertising opportunity right out of the gate.

WSJ reporter Emily Steel writes that the pricing threshold for mobile advertising -- usually between $100,000 and $200,000 -- could be raised to as much as $10 million when iAd rolls out.

Like everything else Apple touches, iAd will become an enormous hit once iPad, iPhone and iPod users start to become engaged with rich, interactive messages from respected advertisers, who will entice and then make it extremely easy -- and motivating -- for us to buy.

1 comment:

  1. I know there's a lot of buzz about how behavioral marketing crosses some privacy boundaries, but the truth is, if it's done right (ie. with the use of frequency caps), retargeting can be beneficial to both the advertiser and the consumer. Let's face it, we're all going to be bombarded with ads when we surf the web - wouldn't it be better to actually see ads and promotions for products we actually like and can use? It's really all a matter of balance.