This is a terrifyingly true story . The one about a consumer who was told to look at something on a flight comparator page, did it, spent a couple of minutes on the page, went back to what she was doing and, shortly after, received an email. The email was associated with the page itself and said from the subject , are you looking for cheap flights? Yes, of course, it seemed the logical answer, although in reality it could be determined that that very page, which he had visited without logging in (and in which he does not remember ever having opened an account and therefore given his email) already knew.

When opening the email it was not only evident that Cameroon Email list it came from having followed their navigation but also the first thing that was read was another element with quite disturbing airs. “Through this email we proceed to the installation of cookies in order to personalize your advertising”, they alerted, when the email was already open. And yes, you might think that now you will receive highly personalized advertising and that a few banners of cheap flights will begin to chase you wherever you go on the internet, but the truth is that the first sensation was of absolute and complete concern. Someone is watching me and someone is following in my footsteps wherever I go , it was the first thing you could think of.

Rationalizing what happened is simple. The Internet makes it possible to know very well what consumers do and want and to create customized campaigns that allow, from the outset, to achieve better results. It is the key to personalization, one of the issues that is repeated more and more as fundamental for the future of brands, and to be more efficient when segmenting. These avalanches of information allow us to be more efficient than ever when not only creating the message but also sending it.

But the truth is that consumers are not always rational and the thoughts that come to mind when crossing certain elements are not thinking of that cookie that is capable of knowing everything or of those four things that have been incorporated into the list of the likes on the social network on duty. The emotion that is generated and what one first thinks is that the brand in question is disturbing and that its advertising and communication efforts are scary, no matter where you look at it.

The first thing is that it feels that privacy has been powerfully invaded. At the end of the day, and going back to the email at the beginning, wouldn’t one feel like this if after someone asked him to look at the price of a product in the shop window while passing by on Calle X he found the shopkeeper waiting at the door of your house to ask if you need that product? The next thing is that it is inevitable to think that personal data is in a kind of space in which anything goes, despite all the laws protecting them. How have they known what the email is if they have not even been given the name?

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