These are the dangers of social media for companies

By: Trademagazin Date: 2023. 09. 18. 11:29

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Some technological giants, such as Meta, which was recently renamed from Facebook, TikTok, or Google’s advertising management and marketing tools (Meta Pixel, TikTok Pixel, Google Analytics) are used by many domestic companies on their websites in order to reach their target audience more efficiently and in a more targeted manner, or website analyze the activities of their visitors. Today, there is no marketing specialist who does not recommend at least one of the above services to his own clients. The experts of the Schönherr Hetényi Law Office draw attention to the dangers.

These services use so-called “pixels, trackers”, i.e. trackers embedded in websites, which collect data about website visitors: what products they viewed, what they searched for, which of several options they chose, how often they visited the page – the possibilities are endless. The users’ data are then analyzed and detailed profiles are compiled from them, enabling targeted advertising and the presentation of customized content. Just think of our Facebook timeline: we come across relevant news, articles, and advertisements on it, as if someone had selected them for us.

Not in vain, since the information collected in this way helps businesses define their target group, reach potential customers and adapt to customer needs. The better the company knows the preferences of its potential customers, the more favorable the ratio of visitors to customers and customers to regular customers.