Any company who wants to be the best Internet marketing company in the industry is bound to face a lot of challenges, including hard-to-get Internet users.
Here’s one example.
According to the Marketing Pilgrim, a recent survey by the Pew Internet and American Life Project found that 73% of people would not be okay with a search engine tracking their moves and collating it to deliver better search results. The reason for this is pretty obvious: users think it’s invasion of privacy.
Here is an even more curious figure: 65% of users feel that search result collation is a “bad thing.” Is it really?
Well, at least, 29% of those who were surveyed understood that tracking is not pure evil. It does help return relevant search engine results that the other 70% benefit from whenever they go online to search for something. In fact, 91% said that they almost always find what they are looking for online while 73% said that they trust the information they find from these search results. Meanwhile, 55% have pointed out that the quality of results has improved.
Ironic, isn’t it?
The blog post pointed out a key fact about how “most people don’t know what’s working for them behind the scenes. They have no idea what’s being tracked or how, or how that information figures into their results.”
The stark reality is that search engine results improve because of tracking. The Internet has the information we need, no matter how personal it may seem sometimes. Search engines become smarter (and in effect, our lives become easier) because of tracking and yet it scares a lot of us.
Not that there’s no reason not to. But at the end of the day, as the blog points out, if you are not searching for anything illegal, then there shouldn’t be any reason to fear.
For companies vying for the title of being the best Internet marketing company in the industry, this means that the challenge is to make online users realize that tracking is not the enemy.