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This week we take a look at marketing to the LGBT community and the risk/reward and Google is using your picture to sell clicks. Are you OK with this?
Marketing to the LGBT Community
In a recent article published in the Huffington Post, Mark Elderkin, CEO of the Gay Ad Network, which focuses on the LGBT niche market, said mainstream gay messaging has “passed the tipping point, where there’s more to gain than there is to lose” for advertisers.
If you need evidence that the LGBT community is a legitimate market segment, you need not look any further than the brilliant commercial Amazon did for the Kindle Paperwhite with the attractive man & woman on the beach – both were using a tablet to read. The gentleman was fighting glare on his I-Pad. The attractive woman suggested the Kindle Paperwhite. He clicked to order one and suggested they celebrate! She replied that her husband was bringing her a drink right now. He smiled and said, “so is mine”; the camera turning to show the 2 men at the bar.
Our own Leslie McMurray, shares more here, adding her own personal touch to this story.
Your Name Is ________________ & You Support This Google Ad, Right?
If you were logged in to your Google account yesterday, you might have noticed an announcement at the top of your browser letting you know that they had changed their Terms of Service. Like most people, you probably accepted and didn’t think twice about it.
What changed to the Terms was the inclusion of new language allowing for “shared endorsements.” What’s a shared endorsement? It means that Google will now be able to include Google+ users’ faces, names, and other comments in ads. The content will be pulled from reviews you’ve made on Google+ as well as other Google services such as YouTube or Google Play. These new adver-dorsements won’t just appear on regular Google searches but will show up on any of the 2 million sites that are part of Google’s ad network.
While you might not be active on Google+, you probably have a profile through your use of their other products. If you’re shy, don’t like your image being used to sell something, or just find this creepy, you can remove yourself from showing up
Dear Google, Stop Using Me!
If you don’t want to be part of adver-dorsements, Google has made it easy to opt out. They have created a Shared Endorsements setting page as part of every Google+ account. Click here and you’ll be taken to your settings page. If you’re not logged in to your Google account, you’ll need to do that first.
The setting pages does a great job explaining what the program is all about and one simple check mark will opt you out immediately.
By Marc Apple
By Marc Apple
Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.
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