Consumers know little about some e-marketing forms
Friday, 30, Oct 2009 01:36
Consumers in the UK need more education regarding online marketing, it has been suggested.
According to research by the Internet Advertising Bureau (IAB) and business law firm Olswang, people are confused about certain e-marketing techniques such as online behavioural advertising.
Some 72 per cent of internet users did not know this type of web marketing existed, while 81 per cent were unaware of the control they hold over the process - most notably their right to opt out of receiving such information.
The study - which involved more than 1,000 internet users and was conducted by Basis research agency - also found that 90 per cent of web users have shared personal data online with at least one website.
Overall, 50 per cent of the people questioned trust the internet more now than they did five years ago.
The IAB also published online marketing research last month showing that technology companies accounted for 19.1 per cent of the internet advertising market in the first six months of the year and spent more on e-marketing than companies from any other sector.
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