One of the elements that has made Amazon so successful is that it knows its consumers very well. Its algorithm, which uses information from previous purchases and user navigation in your store, is able to anticipate your purchasing needs and predict what your buyers will want. He is able to recommend what they are most likely going to want to buy.This is the great value that Amazon also sells to its advertisers and the one that it is shaping even more. As reported by the US media, Amazon is working on an advertising segmentation system that not only takes this data into account but also crosses it with other more specific ones.As explained in BoingBoing , it will allow advertising to be segmented using a lot of apparently trivial data that helps to understand future actions much better and to connect in a much more direct way with the audience and with what they want. For example, it could be segmented using elements such as people who are near a physiotherapy clinic and who have bought a wristband. With these data, it is possible to anticipate that they will need certain products in the future.The announcements would focus on predictions about future stocks. The first tests are already showing that the advertising format is quite successful.

Customize to the fullestThe key to success, they explain in the analysis, is not so much in Ecuador WhatsApp Number List taking the data and manipulating consumers based on it, but in understanding how they behave and anticipating with the ad to them. That is, you are not going to buy X product because an ad has prompted you to do so, but the ad has understood before that you were on the way to buy that and has positioned the message at the right time. The difference seems just a nuance, but it is very important when it comes to manipulation and, above all, what got other advertising giants into a lot of trouble.But although there is a difference, it is true that the weight of personal data is very high. Amazon also has in its database very accurate and very real information about what its consumers are like. The data you give to Google may be questionable or not really true, but the data you give to Amazon is because it is linked to actual purchases and consumption.

Amazon knows where you live thanks to your delivery address, if you have children and even their ages or how you are doing (especially in markets like the US where you can ask for a cough syrup with fast delivery). The data on our consumption habits and how they are interrelated are many, very specific and very useful for brands in their strategy.The potential to personalize advertising content is very high and what companies can segment is very close to almost talking to the consumer about you to you.The fine barrier between personalization and hauntingWhat Amazon offers companies clearly works for them (Amazon is, let’s not forget, already the third largest player in the advertising market and has managed to exceed analysts’ forecasts in its latest financial results) but it can also serve to open the door back to the debate.

Knowing a lot about consumers is very important? but is there to put the border somewhere?Anyone who has already received an announcement that seems disturbingly close to what they are, what they want or what they have recently talked about will know exactly what is the customization that borders on the disturbing. They are ads that are so targeted and done so much homework that they become too appropriate, so much so that consumers simply end up looking at them with bad eyes.Consumers want to receive relevant information, but not so relevant. In other words, they don’t want the personalization to be so excessive that it is intrusive and seems too invasive of privacy.In fact, for businesses, that can be a misstep. Going out of line on rationalization generates rejection and mistrust and can be a blow to the position of the companies that do it.

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