In the race to position themselves more efficiently in the world of advertising and marketing and in the race to make the campaigns that work best and that best connect with audiences, companies are playing with several tricks. The most important, or the one that works as a key element for everything else to be successful, is data.Information about consumers has become the cornerstone of brand activity and the key element used by brands to position themselves prominently. Knowing consumers and understanding what they want and what they are looking for allows messages to be profiled efficiently enough to better connect with the audience. It allows you to give what consumers want to hear and what they want to receive.But, in this race to adjust messages to the audience that receives them, brands and companies have become too dependent on data and have also created a context in which information is excessively important, which leads them to try achieve it no matter what and whatever the cost. And all of this is having a direct impact on consumers.
They are increasingly aware of Cambodia WhatsApp Number List the importance of information and how companies are constantly working to get hold of it, but also how it affects them and how they increasingly see this reality in a much more negative way. They know that companies accumulate more and more data and they do not like this, especially as more and more scandals related to the matter occur.In fact, it is no longer just that consumers view brands and companies in an increasingly critical way because of data and companies’ obsession with it, but also ads – which they already had a rather questionable image – they are starting to pay “the duck” too.Data and ads, a matter of bad image Consumers were already pretty tired of advertising and already had a rather negative version of it.
The excess of advertising content, both in the traditional media and in the new generation media, had saturated the audiences and had caused them to position themselves in a critical way in the face of this state of affairs. Consumers were getting fed up with ads and their excessive weight, and the data boom – and the growing awareness of its importance and use – hasn’t done much to improve things.Consumers, while initially accepting that online media and websites need ads to make money, lose their acceptance when data and its use are added to the equation. This is what a British study has just shown .
At first, 63% of consumers accept the presence of display ads on the web as a way to gain free access to what those sites offer.Things change when you add to the question the fact that these ads use consumers’ personal data to segment content and to deliver a more ‘appropriate’ ad. So the percentage drops. After adding this data to the question, only 36% of consumers still think that ads are an acceptable way to ensure that websites will have income and that they will have free access to that content.The more knowledge, the more rejections And not only that: as consumers know much better how data use works, their view of things becomes more negative. Of the 14% who consider it “unacceptable” that the data is used to segment advertising, it rises to 43% when interviewers calmly explain how the system works.