New ways of marketing online can make our sites much smarter – but, if we’re not clever about how we are using them, they can also make our sites illegal.
Remarketing and cookies
So many of us have seen fantastic gains from remarketing – and, if you are yet to dip your toe in the water, it can be a highly effective way to convert the ‘ones who otherwise get away’.
Remarketing is simple to set up, highly targeted and offers a great return on investment.
Platforms, such as AdWords, allow us to place a cookie on a visitor’s computer or mobile device and use this to serve appropriate adverts to them as they journey around the internet.
Cookies and the law
Cookies and Google
It’s probably high-time you undertook an audit of exactly how your website and marketing activity are using cookies.
There are, of course, sample wordings of such policies available online.
You are best advised, however, to have a bespoke policy created by a legal expert. You would not, after all, download a generic free contract for an important business deal.
Here are the kinds of things your policy will need to cover:
- What personal data is being collected?
- How will this be used – by both yourself and third parties?
- How can visitors access, modify and delete their personal information?
- How can they opt-out of future communications?
- When did your policy become effective – and how can visitors be notified of future changes?
Lead Forensics and privacy
For B2B websites another increasingly popular way to track and market to visitors are lead generation software tools, like Lead Forensics.
These tools provide you with the details of the company that a visitor to your site is from.
Being upfront and honest about how you are using information gleaned from visitors is a way to build trust. All businesses rely on trust and confidence to grow.
Declaring your use of such tools makes sound business sense.Tell me more!