Last night someone in the Web Analytics Forum posted a comparison of browser cookies and RFID devices based on their read of this post in Wired. I thought the post was particularly well written and it got me thinking about the missing piece of the puzzle, incentive.
In the Wired post, Bruce Sterling speculates that consumers will fear RFIDs because they're technologically complex and their use is obscured to the consumer. Sound familiar? It's basically people's complaint about cookies. Consumers simply don't understand what cookies are for and failing to derive any direct, tangible value from their use, they "vote" against cookies and remove them from their computers.
This reminded me of Walt Mossberg's rant on the subject in which he was making the case that cookies fit the definition of spyware. While many disagree with his central thesis, Walt said one thing that seemed kind of crazy at the time but appears less-so with every passing day:
"Rather than trying to legitimize tracking cookies with pressure and marketing campaigns, I suggest that, if they really believe tracking cookies are legitimate, the companies that use them simply go straight. They should ask a user's permission to install the cookies, pointing out whatever user benefits they believe the cookies provide. They might even offer users compensation for allowing tracking cookies on their machines."
I gleefully allow my grocer to compile data about my culinary preferences in exchange for a small discount on some purchases, I happily allow my credit card agency to track my buying habits in exchange for the ability to defer purchases and I enthusiastically provide the airlines insight into my travel patterns in exchange for the occassional upgrade or free flight. But what do I ** personally ** get in exchange for accepting browser cookies?
Nothing.
While I'm sure everyone would blanch at the prospect of being asked about accepting cookies at every site one visits (try it, it's painful) the notion that sites could provide incentive to consumers who keep their cookies is not that bad an idea. Cookies could be spun up as the "new loyalty card" and consumers could gain benefits as their cookies progressively age (e.g., are not somehow deleted.)
Site operators may want to consider how they can provide incremental value to consumers who opt to keep their specific cookies in their browsers. Assuming the use of first-party cookies, confirming the age of cookies is trivial from a technical standpoint. Sites could offer additional access/value/savings to their site visitors as they're able to confirm a long-standing relationship with said visitor. Considering this would help sites determine the actual value of cookies to the site, forcing the site to answer the question "How much are we willing to give consumers who keep our cookies?"
Retail sites could offer free shipping to "loyal" customers (as tracked by cookies), media properties could offer access to more/better/unique content for "loyal" visitors and marketing sites could make promotions available to prospects who keep their cookies. Cookies would develop a new, positive buzz in the consumer market. Average people would proactively switch to anti-spyware applications that don't delete cookies. Analytics measurement and advertising tracking would improve and consumers would feel like they were getting something of value out of the arrangement.
Cookies would be saved.
I welcome your thoughts on the subject
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