How Not to Market on the web  

Posted by Mark Chamberlin in , ,

oogle succeeds at marketing to customers without being overly intrusive. Look at its sponsored text ads, appearing in its search results: They work. But as more and more marketers use the Web to reach customers, many companies fail to transmit product information without breaching their customers' sense of privacy.

A new study suggests ways companies can better target individuals without crossing a line. Avi Goldfarb of the Rotman School of Management at the University of Toronto and Catherine Tucker of the MIT Sloan School of Management, the study's coauthors, had access to a database that tracked just under 3,000 online ad campaigns.


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2 comments

Dr. Raj Murthy   says April 5, 2010 at 9:24 PM

An excellent article Mark. This is useful information and follows common sense. Unfortunately there are many sites that fail to understand these basis tenets and customers expectations.

Jessica Kopitz   says April 10, 2010 at 3:19 PM

I'm curious on this article about using social media for a start up in terms of what kind of market that really panders to. I understand that for some start ups that target younger, more tech savvy people, this would make sense. But not all people are on social media sites, especially not to be marketed too, so it seems like this approach may not be the best all the time.

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