It's no secret that everyone's online browsing habits are being tracked by more and more marketers. Data on browsing history is a powerful way for advertisers to find and deliver relevant content to the right people. If you were checking out a new coffee maker on Amazon.com, chances are you're going to see an advertisement for that same coffee maker follow you across visits to other websites.
Online advertisement tracking software has evolved to the point where it can actually predict future spending habits and lifestyle changes.
What is a Digital Footprint?
A digital footprint is a digital trail or imprint that individuals leave behind as a result of their online activities. These breadcrumbs encompass a wide range of actions, which can include but are not limited to:
Social Media Engagement: Every like, comment, and share you make on platforms like Facebook, Instagram, Twitter, and LinkedIn contributes to your digital footprint.
Browsing History: The websites you visit, the articles you read, and the products you search for are tracked by cookies and other tracking technologies, building a profile of your interests and behaviors.
Online Purchases: Your shopping habits, from the products you buy to the brands you prefer, create a record of your consumer preferences.
Location Data: Apps on your smartphone track your location, revealing places you frequent and helping advertisers determine your physical habits.
Search Queries: The things you search for on search engines like Google provide insights into your interests, concerns, and desires.
Content Creation: Blog posts, videos, and other content you create and share online contribute to your digital footprint.
Is Ad Tracking Data a Bad Thing?
In my humble opinion... not really. I have accepted that, as a consumer, I'm going to be marketed to. I would rather the online advertisements I see be relevant to me and everybody wins. So what exactly does one's persona look like to online advertisement tracking software?
Oracle developed an online tool called "BlueKai Registry" where consumers can manage their digital footprint. BlueKai utilizes website cookies and various tracking technologies to follow your online activities. By monitoring the websites you visit and the emails you engage with, marketers can gather a wealth of tracking data to gain insights into your income, education, political preferences, and interests, among other things. This information is then used to target you with advertisements that align with your apparent preferences, ultimately resulting in profit for the advertisers when you click on their ads.
In Oracle's words,
"The BlueKai Registry brings transparency to consumers by allowing them to see what preferences are being logged by other third party data creators on their computer. Data in the registry – should not be thought of as 'BlueKai Data' rather it is 'BlueKai' being transparent about what data companies think about your computer. Consumers can also control their anonymous profile by managing their topics of interest. Your preferences may be used anonymously to influence which types of marketing messages you receive across the Internet. Or you can choose to not participate at all via an opt‐out."
What do you think your digital footprint looks like? You can still find out here.
How to use Digital Footprints in your advertising and marketing
Advertisers value the information from your digital footprint because it provides them with critical details about potential consumers. This information can be used to deliver more relevant ads, tailor marketing campaigns, and refine products and services. Here's how advertisers leverage your digital footprint:
Personalized Advertising: Advertisers use the data collected from your digital footprint to create targeted ads that align with your interests and preferences. For example, if you frequently search for hiking gear and follow outdoor adventure blogs, you might see ads for hiking boots or camping equipment.
Behavioral Insights: Analyzing your digital footprint helps advertisers understand your online behavior, allowing them to anticipate your needs and present timely offers.
Segmentation: Advertisers categorize individuals into different segments based on their digital footprints. These segments can be based on demographics, interests, online behaviors, and more, helping advertisers tailor their marketing strategies to specific groups.
Ad Effectiveness: By tracking how you interact with ads (clicks, conversions, etc.), advertisers can measure the success of their campaigns and refine their approaches.
In the past, managing your brand was a one-way conversation. Companies would broadcast their message and count on the right people happening upon it at the right time.
In today's digitally connected world, our lives are intricately woven into the online realm. From social media posts to online shopping habits, each online interaction leaves a trace - collectively referred to as your "digital footprint." While this trail of digital breadcrumbs might seem innocuous, it has significant implications, especially when it comes to advertisers looking to understand and engage with their target audience.
Your digital footprint is a multifaceted representation of your online actions. While it plays a pivotal role in enabling advertisers to deliver tailored experiences, it's crucial to be aware of the information you're sharing. Striking a balance between personalization and safeguarding your data ensures that your digital footprint works in your favor, enhancing your online interactions while maintaining control over your personal information.
At Snyder Group, our digital marketing strategists are laser-focused on specific buyer personas that are continually optimized through analytics. Marketers are able to use a consumer's digital footprint to build personally tailored communications that convert.
Interested in learning more? Download our Social Media Best Practices Guide For Your Company's Employees below. Or get in touch with Snyder Group today.