The development of the Internet has offered enterprises a highly effective way to gather customer information. Internet users are now perfectly comfortable with completing electronic forms for everything from online purchasing to setting up e-mail accounts, so the amount of consumer information available has increased greatly.
At present, we are seeing the development of a new form of database advertising. Online advertisers now use surfing habits as a method of directing advertising towards Internet users. Search engines such as Google serve ads according to users' keyword searches, while vendors such as Amazon use details of previous transactions to build a list of user-targeted recommendations. We can expect this trend to continue until all online activities are tracked for marketing purposes.
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