The general public may express concern over the ramifications of targeted advertising, but as a group, women seem to be much more tolerant if these ads make life easier. Research from predictive behavioral targeting services com
pany Q Interactive shows that female Internet users have more positive perceptions of targeting than the population as a whole.
Further, most of them (88 percent) would like to see more targeted offers from brands that they trust. Numbers from the report as published by eMarketer indicate that nearly two-thirds of respondents "thought it was 'cool' when they saw an online ad that was tailored to their interests, compared with only 10.8% who thought it was 'weird.'"
Emily Girolamo, marketing and corporate communications VP at Q Interactive, sees online women as creators of new expectations regarding brands and other marketers. They are past suspicion, and want online brands to have personal meaning, she explains.
As for possible future tactics, nearly sixty percent of responding women want more deals or offers. Over half of surveyed women have formed relationships with brands and Web sites, and nearly two-fifths say brands are good partners for information. Nearly twenty percent want brands to get to know the customer first, by finding out "what I like and need, how I shop, etc." One-fifth say brands are straightforward about deals and offers. A few (4.4 percent) want a more consistent relationship or consistent communication.
Despite Q Interactive's findings, eMarketer senior analyst believes there is a conflict of interest. Q is selling companies behavior targeting services. As another report has shown, over seventy percent of Internet users are concerned that Web sites are collecting too much personal data. But in keeping with Q's data, consumers have been shown to primarily appreciate discounts from brands, whether from ad targeting or otherwise.