Internet marketers looking for the "digital aura"

Targeted Marketing "is the magic word, want to attack with the online advertisers the classic advertising market across the whole width. But commuters as the user of the controversial spy software the British provider Phorm has been the industry around the targeted dissemination of advertising messages with large client spying a bad nameSuch cases in which providers using "deep packet" inspection of the entire network traffic of their users have lights, called Matthias Ehrlich, CEO of United Internet Media AG, as a "particularly nasty". Firstly, it will directly looked into the use of applications, the marketers of criticized portals like GMX or Web.de on Wednesday at the German Multimedia Congress 2008 (DMMK) in Berlin. Second, the appropriate Internet service providers anonymous like Phorm would be clamped, which were not associated with a particular provider brand. So the chance is low, media reports are "punished" quickly. He knew of no case, however, where similar methods have been "targeted advertising" are used in Germany."We test out the boundaries should not be better," said Ehrlich. "We only dig so all our business model." Although there were more than five percent of users for the sensitive issue of data protection at all. This would "ausblöken" but about on blogs. After the subsequent "execution" in online media, the public would react hard. It would be better if the Internet marketer would stick to a certain ethic. "We plead for the respect of privacy," said the former census opponents. Special precautions are observed in children and adolescents. See also United Internet Media Privacy as an advantage: "We are definitely more of it than Google, which will even e-mails scanned," Ehrlich said, referring to the contextual advertising on Google mail.While at United Internet targeting has also been held since 2002 collection. Currently, the proportion of "targeted" advertising approach lies with the marketers at 80 percent. Honest form of advertising defined not only as a direct response to the user, but also as anonymous. Key factor in the targeting data are, of course. This would not be personal. Important to be alone, "the right message at the right time to the correct destination points" to bring.Unknown to the surfer in the data protection-friendly version of the online advertising still not too sure. The repeated for recognizing the user therefore necessary data would be stored on a cookie on the user's computer, explained Ehrlich. This information element in the browser navigate the entire application advertising. She explained, in principle, and to capture the "digital aura" of a user. It should be the same "comfort level and communication" built up in the net, as he'll offer one example while shopping at a department store in the physical world. Also, there are constantly giving information about themselves from what is also urgently needed in the social life.To get a better idea of ​​the unknown beings behind the screen, go to the target marketers in this country is now a whole series of more or less sophisticated techniques. Ehrlich speaks of "re-targeting," in which someone "tagged" with a process will use and can be found more easily. Another jump in quality signifies the "behavioral targeting". This behavior would be recorded and compressed to form special features. It is examples such as the promotional development of social networks like Facebook but already has become clear that there are related to conclusions about the actual behavior is difficult. In a further step, it'll need to be made to "lean data" with the help of data mining and forecasting, to pass through data structures. It would be "more sources" tapped, what about the value of DoubleClick do understand as a marketer of many large websites for Google.Thanks to this kind of combined procedures in the "behavioral targeting" Ehrlich sees near the old dream of online marketers to grasp, yet to penetrate the much larger budget, traditional advertising in print products or in broadcasting. Most were in the online advertising industry still in "One-to-one" marketing and direct thinking in individual clicks measurable sales approach. Most buying decisions are prepared, however long, so must be above all the perception of advertising in itself already weighted higher. With appropriate target group structures and divisions of users into segments or circles "we can go in traditional advertising," Ehrlich showed optimism, and he also wants rankommen "to the chocolate bar." "We can simulate a large extent what drives the huge market out there." (Stefan Krempl) / (Stefan Krempl) / (jk)