The Future of advertising Personalized advertisements: alluring or annoying?
The Future of advertising
Personalized advertisements: alluring or annoying?
Zoey Hasselo – 370616
Academic writing 2013
Assignment 3: draft version essay
20-05-2013
Personalized advertisements: alluring or annoying?
In a world where technology changes every day, it brings new and challenging opportunities for several businesses. Especially new types of marketing have emerged due to increase in use of the Internet. A drastic change in the way advertisement is presented to consumers that came to existence over the past 10 years is the switch from mass advertisement to personalized and tailored advertisements. New media types have made it possible to gain more information on the customers and consumers. A good example is Facebook that grew rapidly through the past 5 years, while it had 350 million users in 2010, it had 600 million users in 2011 (Morimoto et al 2009). Social media websites are more important for businesses to publish advertisements and retrieve information from. In 2002 the Federal Commission of Trade in the United States reported that 92% of the websites collected personal information for future marketing (Yu et al 2011). According to the writer, the information is collected and saved in databases and it provides an in-depth view and gives better understanding on different aspects of consumer behaviour. It provides information on purchasing behaviour on the Internet, but can also collect demographic and geographic information on consumers. Companies like Google sell information about their users to develop personalized advertisements. But to what extent is this type of advertising actually useful to both consumers and advertisers? The new type of online advertisement cannot at all times be regarded as a positive development in the world of advertisement even though the advertisers think otherwise. Hence, the use of personalized advertisements online may weaken the effect of the advertisements
Personalized advertisements: alluring or annoying?
Zoey Hasselo – 370616
Academic writing 2013
Assignment 3: draft version essay
20-05-2013
Personalized advertisements: alluring or annoying?
In a world where technology changes every day, it brings new and challenging opportunities for several businesses. Especially new types of marketing have emerged due to increase in use of the Internet. A drastic change in the way advertisement is presented to consumers that came to existence over the past 10 years is the switch from mass advertisement to personalized and tailored advertisements. New media types have made it possible to gain more information on the customers and consumers. A good example is Facebook that grew rapidly through the past 5 years, while it had 350 million users in 2010, it had 600 million users in 2011 (Morimoto et al 2009). Social media websites are more important for businesses to publish advertisements and retrieve information from. In 2002 the Federal Commission of Trade in the United States reported that 92% of the websites collected personal information for future marketing (Yu et al 2011). According to the writer, the information is collected and saved in databases and it provides an in-depth view and gives better understanding on different aspects of consumer behaviour. It provides information on purchasing behaviour on the Internet, but can also collect demographic and geographic information on consumers. Companies like Google sell information about their users to develop personalized advertisements. But to what extent is this type of advertising actually useful to both consumers and advertisers? The new type of online advertisement cannot at all times be regarded as a positive development in the world of advertisement even though the advertisers think otherwise. Hence, the use of personalized advertisements online may weaken the effect of the advertisements
Bibliography: Boitor B, Bratucu, G, Talpau, A, Boscor, D, 2011, ‘Impact of new online ways of advertising’ Bulletin of the Transilvania, vol 4, no. 2, pp. 11-18 Retrieved from: Proquest Cho, C.-H ‘Journal of Advertising’, vol.31, pp.43–57. Retrieved from: Proquest Moritmoto M, Baek T, 2012, ‘Stay away from me’