Bigmouthmedia Responds To European Attack On Digital Marketing
on: June 11, 2009, 5:42 am
Author: Iain Bruce
has warned that a proposed European legal move to regulate the
some of the world's biggest businesses.
a move that threatens affiliate marketing, bid management and
web analytics, proposed amendments to the 2002 European Communities
Directive on Privacy and Electronic Communications would mean
that in future, websites would only be able to place cookies on
visitors' computers if they give their express consent.
is a proposal that would strike at the very heart of what the
digital economy is all about. The ability to measure, track and
improve the site experience for visitors is key to the success
of e-commerce, and given the potentially damaging effect this
could have on a multi-billion pound business channel, suggests
legislators don't quite appreciate the havoc they could cause,"
said Andrew Girdwood, Head of Search at bigmouthmedia.
isn't really a privacy issue. More often than not, cookies only
contain data to measure the success of keywords or affiliates.
We support attempts to raise awareness of privacy issues and provide
internet users with more control but believe these functions would
be better provided by the browser than the website. This would
give users even greater flexibility and more consistency."
areas of the digital marketing business could be seriously affected
if the proposed legislative changes come into effect, with big
names from Amazon to Google likely to be hit. Services dependent
on using user data to track sales such as affiliate marketing
would suffer significantly, while pay-per-click advertising services
would be forced to ask permission to place a cookie every time
a user attempted to follow a link.
the amendments go through, commercial web sites may be forced
to run multi million pound search campaigns without having a detailed
understanding of how well the strategy is performing. Most modern
forms of web analytics, meanwhile, would also be threatened by
the European proposal.
experience of visiting commercial websites could also be badly
affected. Sites may be forced to display a pop-up message - commonly
associated with invasive advertising - in order to seek the visitor's
permission before any tracking could be used. Over all, the loss
in transactions combined with the cost of implementation would
stretch to many millions of Euros in lost revenue each month for
online retailers, travel and finance sites.
details of the proposed legislative change and its possible ramifications
are available through bigmouthmedia's digital
Founded in 1997, bigmouthmedia is Europe's largest and most experienced
agency and was rated the UK’s #1 Search agency for SEO
and PPC in the 2009 NMA Marketing Services Guide.
200+ online marketing experts across 12 international offices
maximise online brand exposure by means of integrated digital
strategies incorporating SEO, PPC, Social Media Marketing, Affiliate
Marketing, Display Advertising, Online PR and Copywriting.
multilingual digital solutions deliver outstanding ROI for over
300 world leading brands including British Airways, Tesco, Sky,
Cisco, BT, Comic Relief, Barclaycard and Europcar.
also provides up to date daily digital marketing
For further media information please contact:
(44) 131 555 4848