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The Ethics of Targeted ContentJason Carmel | Respectfully Submitted for SXSW 2013
The Problem With Targeting Content Revenue Or Fans OrCustomers Or Loyalty Or The Love Brilliance Apocalypse No Targeting Targeting Too Much Targeting 2
The Ethics of Targeted ContentGoal - Figure out what this point is and where it should be. ? 3
Questions Answered1. How prevalent is targeted content, and am I evil for doing it? (hint: very, and probably not)?2. Are there (or should there be) ethical implications to targeting youraudience?3. Are there any consumer characteristics that we should forever exempt fromtriggering targeted content?4. When is specific and relevant content _too_ specific and relevant?5. When we target our customers, what can we do practically to avoidscrewing this up and alienating entire chunks of our customer base? 4
Who Might Dig This?1. Digital Marketers2. Content Strategists3. Content Creators4. Data Miners5. Ethicists, and the people who love them 5
Who am I?1. Director of Marketing Sciences, Possible Worldwide2. 10 years of Behavioral Targeting experience for brands likeDell, Nokia, Microsoft, and Alaska Airlines3. A lawyer4. Comically inept at PowerPoint Design (I’ll get help, I swear)5. Speaking experience at SXSW Interactive, Ignite, Adobe OmnitureSummit, etc. 6
The Ethics of Targeted ContentThanks for your support!
WHAT NEEDS FIXING• Market awareness and branding is low 1