Business, Strategy

User Privacy or Website metrics – A tough choice

The other day, one very interesting question came to me, from Raj, one of my students. He was referring to the ad below –


Privacy-settings-internet

Privacy-settings-internet

I browsed for some TShirts and shoes on a top Internet Website. And those kept coming back to me! Again, and again! Everything I do, is being tracked. I get a feeling as if I am being watched! And I don’t like it one bit. 

The problem –

The main issue concerning Raj was the lack of choice that these websites gave him regarding his browsing preferences. There was no choice given to him by respective ecommerce websites regarding what the websites can/cannnot do with his activity. Raj went to the activity settings, and tried to remove the tracking, but to no avail. When he deleted cookies, he found browsing becomes clumsy, because of the absence of tailored recommendations etc.

How much is too much?

All businesses, particularly VC backed ones are under immense pressure to grow their users, revenues and activity. For this, they are ready to take the data battle to the next level, by using advanced techniques like activity targeting, retargeting, social retargeting etc.

Behavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion.

What often gets missed in this mad rush is the user himself. Are we taking care of the user? Are we understanding user concerns when it comes to the ads that get planted in this rush to get revenue? Are you scaring users away by these tactics, particularly female users who are very concerned about privacy?

The true question – How can right balance be achieved?

Message me on facebook.com/stratin with your views and we would publish them with your permission.


 

Like what you read? Share in your network!
Standard
Joglekar 984
Business, Technology

Five ideas to grow revenues on the Internet

Recently, the Gulf Maharashtra Business Forum ( GMBF ) organised a fantastic conference cum exhibition at the DWTC – World Trade Center in Dubai. The conference was an avenue for Small businesses from Dubai and India to know more about the markets from a market entry and business expansion perspective. This was of particular interest for small businesses from India. I was invited there to talk about Case studies of Startups and Small Businesses which are using Internet as an effective marketing medium. Here is the presentation I made there.

A quick jist –

1. Internet can change lives – Who in India knew of Psy before Gangnam Style went viral? Today, the video has more than 50 Crore views online, and thats a huge achievement. Psy has become a world figure because of Internet. A similar story with Kolaveri Di.

2. Don’t go by the buzzwords – All the high flying buzzwords should make little difference to startups. Don’t go by the hype. Just do one thing, but do that one thing really well.

3. Email Marketing – Groupon and Snapdeal did one thing perfectly, that was Email Marketing. Just use Email marketing to tell your customers that you care about them, that you are doing something new and you will be rewarded.

4. Facebook marketing – Quite a lot of innovative companies are investing heavily into Facebook marketing very intelligently. Facebook builds engagement, which is vital for startups. Check out Chumbak, Mirraw and Bewakoof for knowing what these companies are doing.

5. SMS and Mobile Marketing – Building a connect via SMSes is something the Banks and Mcdonalds have done well. No reason why startups cannot replicate that aspect.

As said in the last part – its all about dangling the right carrot!

To know more about how these ideas can be implemented for your startup – please write to us at siddhesh AT strat DOT in

Here are some pictures of the convention – Mahabiz 2012 –

Chief Guest Jayantrao Patil

Mahabiz conference

 
Like what you read? Share in your network!
Standard