I wanted to expand on my post from last night on Zillow.com’s use of web browser cookies with its new Mortgage Marketplace free loan quotes software.
So you know going in, I have a huge contempt for people who try to sow FUD — fear, uncertainty and doubt — about new technology. In the podcast linked below, I’ll give you the grand tour of the browser cookie bakery:
- What cookies really are
- Their implications for privacy and secrecy
- How Zillow is implementing browser cookies
- And, most importantly, how you can deploy browser cookies in your own marketing
If you insist upon living in a demon-haunted world, you’re probably not going to get much out of this. But if you understand that, as a side-effect, Zillow is teaching you a great deal about hi-tech marketing, then put on your thinking cap and think.
Technorati Tags: disintermediation, real estate, real estate marketing, real estate training, technology, Zillow.com
Louis Cammarosano says:
Greg
I gave the mp3 a full listen.
Nice introduction on cookies.
Do you know the percentage of people who disable cookies?
The issue really isn’t SHOULD people be concerned about privacy but ARE they. Afterall that will impact the success of the service.
Do you know if Zillow REQUIRES cookies for its service?
April 3, 2008 — 9:01 pm
Greg Swann says:
> Do you know the percentage of people who disable cookies?
My guess would be something approaching zero. Most people don’t know they’re there. Most of those who do are programmers.
> Do you know if Zillow REQUIRES cookies for its service?
It’s an interesting question. A multi-page form has to store data some way or another. Turn off your cookies, fill out the form and see what happens.
April 4, 2008 — 6:48 am
Louis Cammarosano says:
If most people don’t turn them off it will be a non issue.
I turned my cookies off and I couldn’t access facebook.
Didn’t try Zillow as I don’t want to prepare a bogus lead just to test it.
April 4, 2008 — 6:52 am
John Lauber says:
Thanks for this Marketing minute. I’ve been saying this about privacy and marketing. It’s amazing how many people don’t understand that little cookie file.
Very helpful post about how we can use cookies ourselves.
I’m looking forward to seeing the color of your hair in May 🙂
April 4, 2008 — 6:55 am
Greg Swann says:
> I turned my cookies off and I couldn’t access facebook.
Interesting. Normally, running without cookies is just inconvenient.
Inlookers: The optimax cookie setting on your browser will be: “Accept cookies only from sites I navigate to.” That will get you the maximum convenience benefit without allowing the advertisers on the pages you visit to lay down cookies unless you click through to their sites.
April 4, 2008 — 7:10 am
Greg Swann says:
> I’m looking forward to seeing the color of your hair in May
Mostly brown, peppered with gray, often in vast disarray — but it’s all mine, and there’s a lot of it still clinging to my skull. 😉
April 4, 2008 — 7:12 am
Louis Cammarosano says:
While most people don’t turn off cookies, I would imagine that fewer install banner ad blockers like the one offered here:
http://adblockplus.org/en/
April 5, 2008 — 9:23 am