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THE EVOLUTION OF THE INTERNET, IDENTITY, PRIVACY AND TRACKING

The cookie, often recognized as a pop-up banner with the disclaimer stating you must accept the terms before viewing the website, has been around for many years. It was invented as a way to track customers across a website, and has grown to extend beyond its initial purpose. Over the last few years we have watched how the data collected can be mis-used for political gain. While the cookie is useful, it is due for an upgrade; and before we can accomplish that, we need to have a serious discussion about data management and sharing personal information.

'True target group orientation' – as an element of Strategic Campaigning Guideline No. 13 – has always been at the core of successful campaigning and business campaigning Ltd. has even developed a specific workshop design to let consumers develop a marketing or communication strategy for themselves. Cookies therefore had been very welcome, allowing us to protect non-target groups from irrelevant messages and information overload.

This article covers the history of internet tracking and why it is important to talk about the future before it’s too late.




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Die besten Kampagnen sind die, die von der Zielgruppe selbst entwickelt werden. Sie erzielen bis zu vier Mal bessere Resultate.


Dafür hat business campaigning GmbH das Target Community Lab™ entwickelt, ein spezielles Workshop-Design, das schon seit 15 Jahren Laien befähigt, Kampagnen-Konzepte zu entwickeln. Zum Beispiel die Kampagne für den Schweizer Kinohit «Mein Name ist Eugen».

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