The Merger of DoubleClick Inc. with Abacus Direct

This is reprehensible and has naturally stimulated the ire of agencies that seek to protect consumer privacy.
How do the services DoubleClick Inc. provides still e-marketing? What characteristics of e-marketing contribute to DoubleClick's strategy?
DoubleClick's services track consumer web-surfing activities through the pulmonary tuberculosis of cookies. These cookies provide valuable information to e-marketers, revealing exactly what a particular web-surfer reads online which articles on which web sites, and when. The choices people make, what they click on, and what they discern to read or buy provide an excellent e-marketing visibility; they reveal very clearly what people argon actually interested in, what they are willing to spend money on, and where they are already spending their money i.e., who the e-marketer's competitors are. E-marketers who know exactly where a parthcular potential customer stands in terms of the market spate use that information to tailor their marketing strategy to confiscate that person's business. If the person were willing to release that information to marketers, it would not be wrong for DoubleClick to provide it; however, most people prefer to declare their privacy. This makes the release of the information an unfair and unethical advantage to the e-marketers.
nearly of the characteristics of e-marketing strategy that contribute to DoubleClick's strategy are:



irectly to interested consumers if they know who they are. These emails can be mechanically generated to achieve a wider audience.
Being aware of consumers' profile information their communication theory preferences, behaviors, and perception of service gives the e-marketers an edge when competing with other e-marketers who do not know anything or so the consumers in their market (Chaffey www.wnim.com).

"DoubleClick interchange for $1.1B in cash." MarketWatch. Retrieved on May 12, 2005, from http://www.marketwatch.com/news/yhoo/story.asp? commencement=blq/yhoo&siteid=yhoo&dist=yhoo&guid=%7BC1BA1936%2D00DA%2D4F16%2D89BB%2DFC9F7BC73DCF%7D
Assess DoubleClick's growth strategy. What steps could DoubleClick Inc. take to address concerns about personal privacy production in implementing this strategy?
diametrical forms of marketing emails i.e., rented list, house list e-blasts, service e-mails, and e-newsletters with traditional communications such as direct mail can be integrated to achieve maximum response (Chaffey www.wnim.com).
Steps DoubleClick could assimilate taken to address concerns about personal privacy security system in implementing their strategy include keeping its information nonpersonally identifiable. They could contract provided Abacus's information in the personally identifiable form and added their admit in a nonidentifiable form. The combination of the two types of informa





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