Impact: Balancing Privacy and Marketing Efforts
 Over the past several years, more and more tools have emerged to enable businesses to track the behavior of their current customers or target potential new customers. Google offers free tools to create tracking URLs that can be embedded in emails and documents to allow a business to capture number of click-throughs. Facebook allows you to create ads that can be targeted to individuals who have specific interests. Amazon and many other retailers make recommendations on both your past purchase history and past searches. And Google directs ads to your Gmail account based on an analysis of keyword content in your emails!
As a marketer, this type of information has incredible value, enabling customized, pinpoint targeting of a message and delivery. But as a consumer, this can be scary. There is definitely a fine line between providing a valuable, welcome message to a consumer and an invasion of privacy.
The U.S. government is in the process of reviewing new federal “do not track” legislation that would give consumers the option to block tracking of their actions online. Several large companies have already implemented their own do not track option for consumers, effectively policing themselves. As always, the best option is to use an opt-in methodology—asking your current and potential clients to agree to contact with your firm. Watch our article in next month’s vitalnews with ideas on how to keep customers engaged and ensure they want to continue to receive your communications.
MARCH PROFILE: ANDREA FERGUSON, WEB DESIGNER
 Tell us a bit about your web design background:
I started designing and building websites about seven years ago, and technology and trends have changed so much during that time. One of the most constant (and fun!) challenges of web design is keeping up with advances not only in web-based technologies, but also in the ways that graphic design and typography can be represented on the Internet. In the past, we were pretty limited in terms of what we could do, and designs had to fit in table-based layouts that not only loaded incredibly slowly but also led to boxy, boring visuals. Now with frameworks and technologies like CSS3, HTML5, and advanced browsers, the sky is pretty much the limit.
What part of your job do you enjoy most?
Working with clients to arrive at a design that not only works well and is user-friendly but also truly represents the client and company’s “vibe”…a look and feel that says at a glance what they’re all about and shows their personality and professionalism. Web users make snap decisions as soon as they load a page, and if your website doesn’t represent you well and accurately in an instant, they may not go further.
What do you do when you are not designing websites?
I’m a film and television actress. I played a werewolf mom on last summer’s ABC series, The Gates; and I’ll play a vampire mom in the second of the upcoming Twilight:Breaking Dawn movies. I also just filmed an episode of Army Wives, in which I played an events manager named Adele. When I’m not shooting, I’m sitting in my trailer with my computer, designing and building websites. The two worlds work together pretty well.
Anything else you’d like readers to know?
People rely on the Internet for pretty much anything these days, and they’ll often not even consider a company that isn’t represented online. You need a contemporary, easy-to-use website, not only to market your company but also to give your customers a way to interact with you online. We’d love to help. You can reach Andrea at andi@vitalinkweb.com.
Business Leader® Media Recognizes Jeanne Frazer
 Jeanne Frazer has been selected as 2011 Top Catalyst Entrepreneur in the Triangle area by Business Leader Media. The award was presented at a dinner ceremony March 3rd at Events at Newtown Square in Raleigh.
The Top Catalyst Entrepreneur Award is given by Business Leader Media to dynamic and outstanding business professionals who greatly contribute to the growth of their communities. Each winner is a trendsetter and innovator who help revitalize the local economy, create job opportunities and generate strong company revenues.
Congratulations to our top entrepreneur—Jeanne Frazer!!
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