|What if data is the principal asset?|
Tedster says in [webmasterworld.com]
|It seems clear to me that search data IS the principal asset of a SE, not ad space. What marketer couldn't use a... |
This evokes huge waves of deja vu because it is so eerily close to a comment I once heard made about a particular website, just substitute marketing in the above...
It should be noted that the above comment was made in early 1996, well before most had heard of data-mining, PII, or opt-in. This was also the intent of the website and it has consistently produced one of the most regionally targeted, detailed, and timely databases of its kind in the industry -all voluntarily submitted. So...
|It seems clear to me that marketing data IS the principal asset of the site, not ad space. What marketer couldn't use ... |
That's the frustrating part. Direct marketing still seems to be the province of print media, and all of the contacts are mired there. They are unable -or unwilling- to address the ability of internet to collect information. Before this becomes a rant, I'll return to the opening question: What if data is the principal asset? And I'll add, has anyone had any success in marketing data voluntarily submitted to their websites?
|Why aren't direct marketing companies hooking up in droves...??? |
I do not collect data that would be saleable...
The idea of sites selling marketing data gives me the heebie-jeebies, and I know I'm not alone. Of course, you can sell non-personally identifiable statistics about which groups buy which products, but without asking for obtrusively personal information, you can only really supply data sorted by browser type, operating system, and geographic location.
As far as direct marketing... unless it's opt-in through some kind of online form, I consider it junk mail. (That said, I have sent money off for a few things I got pitched to me through the mail... so it does work to a certain extent ;) ) I can't imagine any form of internet direct marketing that would not be obnoxious.
Perhaps I am lacking in imagination on this topic? Can anyone illustrate for me any data collection/internet direct marketing methods that would not be seen as invasive?
>any data collection/internet direct marketing methods that would not be seen as invasive?
A regional tourism form where the online user is actually requesting information such as travel brochures, maps, accommodations, and things-to-do to be sent to them.
>gives me the heebie-jeebies
Me, too. Just to be clear, the data-collection form has two advisory FAQ's giving details about how the information is used, and -because no one reads those- the following message actually surrounds the "Submit" button.
Though whether the information is handled properly isn't really a concern in this particular instance. The data collection company already distributes this information to the sponsors in real time and have had 6 complaints out of 100,000 highly detailed records on file. (And those 6 complaints were withdrawn when shown the source documents they had ignored.)
|By submitting the following electronic form, I acknowledge that I have read and understand the FAQs about these forms and I agree that myDomain.com may forward this information to public and/or private agencies, organizations, and businesses that serve any of the above communities. |
Ahh... OK. Yes, if you are exchanging product (ie- brochures) for information, personal information is the coin of the realm online. I routinely fill out nosy forms in exchange for magazine subscriptions or other goodies I decide are worthwhile... but I also fill out all said forms with the assumption that my data is being sold off somehow (not bothering to read the fine print, of course).
That clarified, I would think marketing data is probably a more stable revenue source than advertising. The customers buying the data do not expect to 'get results' the same way they would from an ad, so you can set up regular subscription accounts... nice, steady source of income.