uk-netmarketing Archive (2011-2015)

I agree, it's a great opportunity to pick up new conversations, clients and marketing work.

Now that it's been effectively watered down to an 'implied opt in', it's even easier.


On 11 Jun 2012, at 21:05, Steve Masters wrote:

> 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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