uk-netmarketing Archive (2011-2015)

Good questions Mark. I think the answers are the opposite of what you
suggest.

 

If you think about it, the cookie law is the greatest boost to online
advertisers since the permission marketing craze of 12 years ago. Do you
remember in 1999/2000 there was a surge of email marketing companies selling
permission marketing services? By getting people opted in, they argued, they
had a much better relationship with their audiences. You would enter a
competition somewhere and agree, through a simple tick, to join some mailing
list and that constituted you giving your permission to all and sundry
spamverts being sent to you on the pretence that you had asked for them.

 

The cookie law will turn out to be the same piece of crap - no more
protecting consumers than it aids the marketing industry. I have already
given up reading cookie policies on websites that serve a warning message
and just tick the yes button to get rid of the thing. By doing so, I am
giving broad permission to websites to serve all manner of cookies,
including ones I may not actually like. Assuming I am a consumer without any
knowledge of how to block advertiser cookies in my browser, that turns out
to be a very bad thing because Big Advertising Brother can then do pretty
much what it likes with the permission I have now granted.

 

Consequently, I don't think the cookie law will make a bit of difference to
the way advertisers think. Rather it will simply strengthen their ability to
carry on regardless.

 

Steve Masters

www.dotponto.com

 

From: uk-netmarketing-bounces at mm.chinwag.com
[mailto:uk-netmarketing-bounces at mm.chinwag.com] On Behalf Of Mark Lesbirel
Sent: 11 June 2012 11:22
To: uk-netmarketing
Subject: Re: [uk-netmarketing] European Cookie Law - Big Debate - we need a
solution for all

 

 

Hello Learned List

 

I was wondering what effects this Law would have on 2 things I am concerned
about...

 

1. If the Law reduces the effectiveness of online campaigns that use cookies
(that follow people about for instance) - is this going to increase the
conversations between brand and media owners? ie - will we see advertisers
deal direct with sites with specific audiences rather than rely on tech to
target them?

 

2. Will this Law also mean a greater investment in creative - as the Law may
reduce effectiveness driven by cookies, will we go back to 'old skool' and
rely on planning and creative?

 

3. Is what I just said a loud of nonsense?

 

Go easy please... ;)

 

 

 

Mark

 

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