I teamed up with a team of 4. Throughout the week each member tracked our diet by entering how many calories and what
I am now taking a Digital Strategies in which we analyze the different ways companies can utilize the web to market themselves. We take a look at online media from all different perspectives by looking at different tools such as social media, emails, websites, and tracking measurements such as cookies, cache, and IP addresses. For the last two weeks, I was asked to create a digital snapshot or strategy piece. For this week I was asked the question “How do you create Ads that consumers trust?”
Personally, I like the idea that companies can use a person’s IP address and cookies to connect with a user and suggest certain things by just studying a person’s behavior, characteristics and demographics. The Internet sometimes seems like a place where you are least likely to really connect with another because technically you don’t exactly have the same intimacy created when you are working with different companies and brands. I believe this is because online the whole one-to-one conversations don’t really replicate what you can get if you were meeting someone in person. Words can express how you feel about something, but when writing something the personal inflection is just different.
But, this is why these companies are going out of their way to perform this research and to get to know people. So this way maybe a consumer may even find being online the ads just seem to fit one’s characteristics and the relationships can be built up.
I do believe some of the hype being built up about tracking all of this information can only lead to detrimental effects and it is unsafe to be online is a little over the top. A lot of how people tend to describe and explain things to others starts to get people nervous. So people start to lose their trust with certain companies. However, I do believe one should take as many precautions possible. Leaking out too much information can be very dangerous.
I like how Katz ends the article. All the talk about being targeted and people being able to control the consumer tenses them. But, in order to gain their trust again, you got to let them feel like they are gaining back their control to what they want to see.