The Personalized Web
Eli Pariser makes some good points about filters, gatekeepers, and the personalized internet. His concern is that as the web serves us the information that we want, it also deprives us of the information that we should have. In the realm of information & opposing ideas, this is something to be worried about.
However, I’m looking at this as a low-brow marketing type.
- Google uses 57 criteria to filter your search results and that’s if you’re not logged in to your Google account. What you see when you’re searching for restaurants is not going to be what I see.
- Facebook filters out friends from your feed based on whose links you click on.
Here are two big areas of internet marketing that are being personally filtered: Search Results & Social Media. There are two ways you can look at this; panic that your message isn’t reaching as far as it can or be happy that your business or product is being targeted to people that are actually more likely to sample your services & design your marketing with that in mind.