A paradigm-shifting conversation with one of my editors prompted to consider the merit of not targeting online ads using consumers’ personal information. That, in turn, led to my latest article on MarkLives titled “Marketers should reconsider targeted online ads” which was published today:
Conventional wisdom in the marketing industry seems to be that better targeted ads are more effective. It makes sense. If you can present an ad to a consumer whom you believe is actually interested in your services, surely that consumer will be more inclined to purchase from you?
A prominent example of this thinking in action is Facebook, where ads are customised based on your Facebook activity and profile data. If you start posting about your love for sushi and share that love in your profile, you can be sure you will soon see ads for sushi products and restaurants alongside your News Feed.
One of the implications of not targeting consumers using their personal information is that your marketing campaigns may sidestep the Protection of Personal Information Act’s constraints. It is an interesting benefit, if that pans out, because of the compliance overhead the Act requires. Of course marketers would have to weigh up the benefits of targeting ads using personal information and the costs of complying with the Protection of Personal Information Act but its an interesting idea.
There is more to my article so go read it and let me know what you think?