It is one of those news that ends up becoming material for virals because they also have many elements for Internet users to end up clicking.In Osaka, Japan, people who had tested positive for coronavirus and who were quarantining their homes began to receive advertising from the municipal funeral company in their information packages. The ad offered them a free consultation to explain how much a funeral costs and what service they could offer. For those who received the information, the announcement was not only in bad taste, but also became a criticizable element. The announcement came to them at a delicate moment and in an environment in which they were not expected (the information package is sent by the municipality itself, which sells advertising space to collect income and which, in this case, they assure, was a coincidence).

The story of the Osaka funeral Myanmar Email List home ‘going’ after covid-19 patients is more of a story of mistakes, miscalculations, and an opportunity taken rather in the worst possible way. The ads are highly personalized and reach a very niche, but they do it more out of serendipity than because an algorithm has been mining data to infinity.A toxic assetHowever, it says a lot about how ads are perceived by consumers and how over-personalization has become a serious problem for brands to connect with their consumers. These days, for example, the link that allows you to get to the part where Google lists all the things it knows about you, your private life and your interests was circulating on Twitter.

Of course, the link has provided articles, criticisms and surprises on the internet. This is also what happens when the same link applied to Facebook circulates. People are amazed by all the data that the tech giants have and how they can profile it in such detail.Data has become a key piece in brand strategy and profiling opportunities on the platform to connect with consumers and sell products to them. However, in that reliance on the most appropriate messages at the most opportune moment, companies are beginning to cross certain lines and become more and more simply annoying.Consumers do not always see these messages as personalized and as tailored as they are something positive and efficient.

Sometimes they are simply unsettling and too invasive. There is the journalist who believed that the photo in an Instagram ad was the one in his own room or the ads linked to diseases that sometimes creep into your feed on social networks and are too disturbing.Personalization is therefore a very powerful asset for advertising, one that makes it possible to connect directly with the audience and offer them relevant content.At the same time, however, as companies seek to be as accurate as possible and accumulate more and more data sources, rationalization is getting closer and closer to being toxic content. Companies must strike a balance between efficiency and what will make consumers flee in shock.

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