Love Click Shiyongkang: What does cookies mean to online marketing?

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Shiyongkang (Love Clicks Iclick CEO and co-founder)

In the cookie concept, you need to introduce the current network marketing categories, the first category is the search for the extension of SEM, the second category is Search engine optimization abbreviation SEO, the third category is display ads, the fourth category is e-mail marketing, the last is the social media marketing, the sixth is mobile marketing.

Among them, mobile marketing is subdivided into the following categories: The first is the display ads on app apps, the second is the display ads on mobile Web pages, and the third is mobile search promotion.

In all of the above network marketing categories, in addition to mobile operators in the app application, each item involves the need to invoke cookies. There are two kinds of situations in which online marketing activities require the technology to invoke cookies:

First, if the marketing activities brought about by the effect (such as shopping), not with the user click on the ad will immediately occur, the general will use cookies to track the user in a fixed period of time after clicking on the main advertising site activities. This form is simply used to calculate the effect of advertising, does not involve personal information or preferences of the collection.

Second, the other situation is mainly for the display of advertising in the planning process used. In order to achieve the advertising budget effect indicators, marketing companies will first collect a number of individual user behavior of the sample data to determine the direction of advertising. Different marketing companies collect data samples in a different way than the number of methods, but because of the collection of user complete conversion path is very difficult, and involves a large operating costs, so most of the only small sample, and then through the technical method to determine the potential target user's flow to allocate the budget.

To track users ' behavior on app apps, you can only use the user ID, the Apple system uses Udid, and Android is android_id. This user ID is usually a bunch of numbers jerks with the English alphabet, such as:2b6f0cc904d137be2e1730235f5664094b831186, and each mobile terminal will have a unique ID number.

This code is of particular interest to the game developer because it can be used to find out why the user is downloading an application-for example, is he being attracted to the game's ads on another application, or is he downloading the game just because his friend recommended it? This data will enable developers to spend their advertising budgets smarter.

In the marketing industry, cookies are necessary for advertisers and the media.

First of all, advertisers. A simple example to illustrate: as an electric commercial advertisers, you in order to attract traffic, respectively, in three sites to invest 10,000 yuan in advertising, the result of your traffic rose 60%, orders are more than 30%. Of course you are very happy, but the question is which website has brought you additional traffic and orders? The cookie Tracker lets you know which ad to click on to enter your site before the user orders.

Suppose that in an additional 30% orders, 10% came from site A and 20% from site B, and Site C did not bring any orders. As a canton station owner, the most intuitive approach to put on the C site 10,000 yuan advertising fees to the best results of the B site. However, in the real world of online marketing, consumers ' transformation path is far more complicated than this. Similar to the love click Iclick Marketing Platform, it is the use of this data to calculate the ultimate transformation of each channel to the real marketing value, so that advertisers make the most scientific budget allocation.

For the media, whether it's a portal, or an ad network, in order to enhance the effectiveness of advertising and improve the user experience, they will use cookies to record the user's browsing behavior (commonly referred to as "first-party Cookies", which are sent directly from the user's web site, generally accepted by users) to estimate the user And show users what they are interested in. No user likes to be prevented from reading by innocuous advertising, a practice both for the media itself and for its users.

The above mentioned is only a small part of the function of the cookie in the marketing field, cookies also allow you to navigate the site more smoothly, including: Write down your password (think of every time you look at micro-blog to enter the pain of the account and password), remember your layout skin, language and other preferences, Even the function of adding goods to a shopping cart in an E-commerce website involves the application of cookies.

Cookies are an indispensable part of the Internet, and the question is how we can guarantee that the technology will not be abused and protect the privacy of the user.

There are two scenarios that may involve infringing user privacy: First, in most cases, all user information stored by a cookie is "unrecognized personal information" (i.e. non-personally identifiable information). To the server, you are just a number, it can record your browsing preferences, click on the number of ads, and so on, but do not know your name, e-mail address, address and phone number and other private information. Only if you fill out a form on the website, the cookie will have the opportunity to store your personal data when the order is purchased, but the information will be encrypted and stored according to the strictest industry guidelines, and the organization collecting the information cannot disclose or transfer any information to the third party without the user's consent.

Second, social media is another marketing area that has sparked a massive privacy debate in Europe and the US as we publish a lot of personal information on social media every day--gender, age, income range, education, and so on. So last year, when the Instagram quietly amended its privacy rules to allow the company to obtain the copyright of the photos you uploaded onto the Instagram, and to have the right to sell the photo to a third party, the company was forced to revise its privacy regulations again.

Everyone has a different line of privacy, no invasion of privacy, at least two things must be done:

1. Regardless of the collection of personal information (whether it is unrecognized personal information, or identifiable personal information), the organization that collects information needs to provide opt out option, that is, the user can opt out and not be collected by the cookie any information.

2. For users who accept cookies, when collecting their identifiable personal information, it is necessary to clearly specify the purpose for which the information is collected, how it is stored, and that it is not intended to be used for other than declarations.

As a third-party marketing organization, data is the basis for us to provide optimization services for advertisers, and we attach great importance to user privacy. On the one hand, we do not collect any identifiable personal information from advertisers, and we allow users to opt out at any time.

As a heavy Web user, I can't imagine what internet life would be like without cookies. I suggest that users should carefully read the terms when they fill out their personal information on the Web. Pay attention to whether the site has clearly set out the purpose of collecting information and related authority, and if there are any queries, users should clarify the terms of the site, when you must fill out personal information, such as online shopping, you can choose to buy on a large, reputable website.

Once again we emphasize that the cookie itself does not violate user privacy, and that most users agree that the cookie technology can enhance their browsing experience, but in order to enhance user confidence in cookies, we suggest that the industry should work together to promote the establishment of stringent industry standards, To regulate the rules of the Web site and the relevant network marketers to comply with in the collection of user information, from the data content specifications, to the data management, the use of a set of clear, clear and can be implemented guidelines.