However, it is unfair to crucify Google alone for collecting user data. Last spring, it was revealed that iPhones and Android devices send user location data back to their respective companies, Apple and Google.
In an age where information about consumer habits, including web usage, forms a cornerstone of marketing strategies for everything from consumer products to automobile insurance, information aggregation has become understandably important to companies. Having information about potential consumers’ interests, demographics, and lifestyle allows companies to create targeted ad campaigns with custom-tailored messages on specific websites, in selected cities and particular venues.
Contrary to popular belief, this type of targeted advertising actually benefits consumers and retailers alike. For retailers, the benefit is clear: Knowing who to target and where to find those people allows them to spend less money on advertising campaigns, while ensuring they are just as, if not more, effective than costlier mass-marketing efforts. For consumers, targeted advertising can help them learn about opportunities that they would otherwise not have known about.
Photo Credit: Magnet 4 Marketing