Marketers should avoid using tracking links to retain customers trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 28, 2020, 4:00 PM UTC

Using tracking links in the content pieces can lead to a breach of consumer trust.

This piece argues marketers should revisit the practice of using tracking links in branded content to maintain consumer trust. Though these links can be useful for gleaning valuable audience information, they can be a threat to customer privacy when combined with other tracking cookies and account logins.

Improperly embedding codes in the website or content pieces can slow down the site or app, which could potentially cause mistrust among the audiences. Customers are also less likely to follow an unattractive or long link.

Consumers only consider tracking links to be fair only in some instances. For instance, disclaimers on blogs or magazines about how following a link to shop will pay the original website a small commission for their content.

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[12 minute read]