The Future Of Online Internet Marketing: A Solution To Behavioral Marketing Using Biometrics

Abstract

Internet marketing is still an experimental area that continues to grow, evolve and adapt. With the virtual limitlessness space of the WWW, the strategic placement of internet advertisements is much more complex and goes beyond the traditional marketing approach of researching demographics. Several attempts have been made through the fields of technology and marketing to overcome the anonymousness of the computer user’s interests and preferences to move toward a direct behavioral approach to online marketing; more specifically, identifying the users on the internet, collecting profiles of their interests and delivering advertisements that appeal to their specific preferences. This paper reviews the current approaches to Internet behavioral marketing and its shortcomings as well as biometrics and its potential for more effective Internet marketing.