Imagine being transported back to the Sixties and having to explain to a stereotypical ad agency executive (like you, I’m imagining Jon Hamm’s character from “Mad Men”) where the battle for eyeballs would be fought and won today. The contrast between the tools in Don Draper’s arsenal and the data-laden, digital-focused tools marketers have available today highlights the profound impact that time and technology have had on our industry.
Today’s era is defined by highly targeted, personalized advertising based on characteristics that brands and businesses can identify about you, me or anyone else on the Internet. The initial delight around a curated advertising experience has been met with recent blowback around data privacy, with Facebook and Wells Fargo serving as two prominent examples. Moreover, this personalized experience may not be as tailored as advertisers make it out to be. Ever notice how your Facebook and Instagram ads focus nearly exclusively on recent search history or the stereotypical set of products that “people like you” might want?
If consumers are going to reject this brand of “personalization,” companies need to now find less intrusive, more authentic ways to connect with customers. Stitch Fix’s “personalized stylist” or Spotify’s annual year-in-review “Wrapped” podcasts stand as
Today’s era is defined by highly targeted, personalized advertising based on characteristics that brands and businesses can identify about you, me or anyone else on the Internet. The initial delight around a curated advertising experience has been met with recent blowback around data privacy, with Facebook and Wells Fargo serving as two prominent examples. Moreover, this personalized experience may not be as tailored as advertisers make it out to be. Ever notice how your Facebook and Instagram ads focus nearly exclusively on recent search history or the stereotypical set of products that “people like you” might want?
If consumers are going to reject this brand of “personalization,” companies need to now find less intrusive, more authentic ways to connect with customers. Stitch Fix’s “personalized stylist” or Spotify’s annual year-in-review “Wrapped” podcasts stand as