{"id":7864,"date":"2011-01-24T14:15:40","date_gmt":"2011-01-24T14:15:40","guid":{"rendered":"http:\/\/www.matthew-j-smith.com\/?p=7864"},"modified":"2023-09-05T02:05:49","modified_gmt":"2023-09-05T02:05:49","slug":"marketing-automation-screeching-to-a-halt","status":"publish","type":"post","link":"https:\/\/www.matthew-j-smith.com\/?p=7864","title":{"rendered":"Marketing Automation Screeching To A Halt?"},"content":{"rendered":"<p>In late 2010 the U.S. Federal Trade Commission (FTC) <a href=\"http:\/\/www.computerworld.com\/s\/article\/9198998\/FTC_calls_for_online_do_not_track_list_to_protect_privacy\" target=\"_blank\" rel=\"noopener\">called on browser makers<\/a> to add additional privacy features to their software so users can decide how much information to share with sites and advertisers.\u00a0\u00a0 Just a month later, leading browser developers have been announcing initial steps at doing just that.<\/p>\n<p>On Monday, January 24, 2011, Computerworld reports, \u201c<em>A day after Mozilla said it was exploring a \u201cDo Not Track\u201d feature for Firefox, Google today announced a Chrome add-on that lets users opt out of tracking cookies that monitor their movement and behavior online.\u00a0 Both Google and Mozilla have followed Microsoft, which last month said it would add what it called <a href=\"http:\/\/www.computerworld.com\/s\/article\/9200298\/Microsoft_spells_out_anti_tracking_tool_in_IE9\" target=\"_blank\" rel=\"noopener\">\u201cTracking Protection\u201d<\/a> to Internet Explorer 9 (IE9), its next-generation browser<\/em>.\u201d<\/p>\n<p>For the many companies that are already running marketing automation \u2013 and have likely become very dependent on it\u2019s impact to their <strong>Above the Funnel<\/strong> efforts \u2013 these browser developments could be a game changer of significant impact.\u00a0 For those strongly considering marketing automation, or possibly in the process of implementing it, this is the kind of news that could bring those efforts to a screeching halt until the industry sorts itself out (with the help from the FTC).\u00a0\u00a0 That would be a bad move.<\/p>\n<p>Rather than pretending we have insight as to where this goes and how much change it ultimately represents, we recommend companies remain committed to the fundamental enablers of marketing success in today\u2019s B2B environment \u2013 meticulous segmenting and prospect targeting, highly relevant content, and targeted and specific messaging.\u00a0 These fundamentals are the real competitive differentiators anyhow \u2013 as long as the technology playing field remains a level one for anyone choosing to play the game.<\/p>\n<p>Not playing favorites, but <a href=\"http:\/\/www.eloqua.com\/\" target=\"_blank\" rel=\"noopener\">Eloqua<\/a> has a thoughtful post about this subject titled <a href=\"http:\/\/blog.eloqua.com\/the-coming-changes-to-privacy-legislation\/\" target=\"_blank\" rel=\"noopener\">The Coming Changes to Privacy Legislation<\/a>; kudos to them for getting in front of the discussion and making it part of their own messaging effort.<\/p>\n<p>Want to share your thoughts on how this impacts demand generation and lead pipelines?\u00a0\u00a0 Let us hear from you!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In late 2010 the U.S. Federal Trade Commission (FTC) called on browser makers to add additional privacy features to their [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[63],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7864"}],"collection":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7864"}],"version-history":[{"count":3,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7864\/revisions"}],"predecessor-version":[{"id":8961,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7864\/revisions\/8961"}],"wp:attachment":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7864"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7864"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}