Search Marketing News

Consumers 'must be educated about digital marketing'

November 02nd 2009

As targeted advertising has become increasingly accurate more advertisers are moving their adspend budget online.

However this targeting must be explained in order to instil trust in consumers, according to a leading website marketing company.

Last week Tim Lefroy from the Advertising Association claimed only 15 per cent of adults trust adverts, and research published today by the Internet Advertising Bureau suggests consumers may need to be educated further about digital marketing, especially emerging techniques of behavioural advertising.

Yet David Gilbert, client director at digital marketing company TBG believes any distrust can be put down to consumers' lack of understanding of new online advertising techniques.

"Advertisers want to reduce wastage and increase response by only serving ads to people who are likely to be interested in their product," he said.

He also suggested advertisers and marketers explain the purpose of targeted advertising "to educate users on how it works and why it is of benefit to both consumers and advertisers."

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