Some brands don’t target well enough, while others go way too far, creeping people out. With personalized marketing, striking a delicate balance is the key.
Personalization is an important skill for any marketer to master, but it’s also quite a difficult one. There are just so many different ways it can go wrong.
If your ads don’t have any personalized components, people perceive them as not being relevant enough, making them that much more likely to use an ad blocker (provided they’ve heard of ad blockers).
But on the flip side, it is possible to go overboard with personalization. If people perceive your brand to be like Big Brother, they’ll be just as turned off.
As with many things, the answer is somewhere in the middle. If you’re looking to personalize your ads, the most important thing to remember is that the root of that word is “person.”
The pitfalls of getting too computerized
Jan Jensen, chief marketing officer (CMO) of Cxense, points out that as marketing gets more complicated, the sophistication of automation technology makes it easier for advertisers to get away from the person.
“In this day and age, where we have more moving pieces, it’s very complex. Being able to know the challenges, pain points, grievances and profiles of your audience is 20 times more important than it was five years ago,” says Jensen. “Depending on what people do, the data we have, their interest and intent around the content they consume and the profile we have on them, we can predict what they want next.”
As a result, things can get a bit too automated. Marketers often create a journey for customers, automate it, and move…
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