One of the lessons that marketers have to learn and that they should internalize once and for all is that, as much as something is popular and as much as ‘all’ brands are doing it, it does not necessarily imply that consumers are receptive to it. It occurs with many elements of marketing and advertising, but possibly none makes it as clear as some of the digital advertising practices.Programmatic advertising and the boom in data access have made segmenting consumers in an ultra-specific way ever easier.
Not only can you do retargeting based on past browsing processes that have not been closed in Anguilla Email List purchase (you just have to think about the nightmare that surfing the internet becomes if you have made the mistake of browsing the prices of a hotel), but also join points and follow the Internet user wherever he goes. Continuing with the example of hotel rooms, you may not only see it on the computer you have browsed but also when you open your feed from a social network from your mobile.Adjusting advertising to the concrete is easier than ever and, until the movements in terms of privacy do not end with it, brands can use it as a lever. What they forget every time they launch this type of campaign is that consumers are very fed up with them and that the reception is not particularly positive. When brands get so close to your reality, more than efficient the ad is disturbing.
In fact, there is this general paranoia that internet companies listen to us. Overly personalized advertising has become a drag , one that generates high rejection. Brands are burning their audiences.As they explain in an analysis in eMarketer, the question of why the use of data is problematic is not only in the data protection policy and in shielding it from cybercriminals. They also are in understanding how that information can be used and how some advertising practices are very disturbing.
The analysis includes data from a recent study by Cheetah Digital and Econsultancy, which has collected data from consumers in the United States, Australia, the United Kingdom, France, Japan and Spain.The fine line between haunting and desirable
The researchers asked consumers to mark how cool and how disturbing they found certain advertising practices. The ads chasing them across different devices were mostly identified as creepy, disturbing.
Thus, only 28% welcome the advertising of unknown companies that are based on their location data and only 31% those ads that are related to things they talked about near a smart device. 72% and 69%, respectively, believe that it is disturbing.The same thing happens with the ads that persecute the Internet user. 66% view with bad eyes – compared to 34% who approve – those ads that follow the consumer on different devices.
Advertising is the one that gets the worst data, but excessive personalization in other areas must also thread very fine. For a chatbot to have access to past purchases to aid in purchases is cool for 44% but disturbing for 56%. Something similar happens when they start serving you personalized offers within two minutes of being on a website: 46% see it as good and 54% as something disturbing.
Basically, as an expert explains to eMarketer, the question is whether or not the consumer sees an excess. If you feel that the brand is chasing you or ‘spying’ you excessively, it will generate a feeling of rejection.Although you want to see ads relevant to your own interests and not irrelevant content and products, you do not want it to be excessive. Brands must find the middle ground.