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Mitigating the Digital Creepiness Factor
The document discusses the challenges of digital marketing, particularly the 'creepiness factor' associated with targeted advertising. It highlights cases where personalized marketing can lead to discomfort for consumers and suggests that companies need to engage in two-way communication with customers to mitigate this issue. Ultimately, effective strategies require understanding consumer preferences and respecting their privacy.
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Mitigating the Digital Creepiness Factor
- 1. Copyright © 2015,Intellyx, LLC 1 Mitigating the Digital “Creepiness Factor” Jason Bloomberg President jason@Intellyx.com @TheEbizWizard
- 2. About Jason Bloomberg •President of Intellyx • Advise companies on their digital transformation initiatives & help vendors communicate their agility stories • Write for Forbes and Wired on Digital Transformation • Buy my latest book, The Agile Architecture Revolution Copyright © 2015, Intellyx, LLC2
- 3. The Problem Copyright ©2015, Intellyx, LLC3 PhotoCredit:MikeMozarthttps://www.flickr.com/photos/jeepersmedia/
- 4. Oops! Copyright © 2015,Intellyx, LLC4 PhotoCredit:MaryBlisshttps://www.flickr.com/photos/dreamcicle/andUS ArmyCorpsofEngineershttps://www.flickr.com/photos/europedistrict/
- 5. Creepiness Starting Point: Retargeting •Catch consumers before they’re ready to make a purchase – Serve ads relevant to expressed preference – Hopefully close the deal • All too often it doesn’t work! – Consumers may have already made purchase – Perhaps behavior didn’t mean they were shopping at all Copyright © 2015, Intellyx, LLC5 PhotoCredit:DanielOlneshttps://www.flickr.com/photos/dno1967b/
- 6. Spying & Stalking •Impression that marketer – Knows more about you than you want or expect them to know – Knows how to follow you around Copyright © 2015, Intellyx, LLC6 PhotoCredit:ChrisDrummhttps://www.flickr.com/photos/cdrummbks/
- 7. Surprise! • Marketing crossesthe line into creepiness – When the receipt of a targeted message is surprising – Or when recipients are surprised that a company has some particular knowledge about them Copyright © 2015, Intellyx, LLC7 PhotoCredit:MichelleTribehttps://www.flickr.com/photos/greencolander/
- 8. Target’s Trouble • In2012 Target concluded a teenage girl was pregnant based on her purchasing behavior – Sent her coupons accordingly – Revealing her status to her now-irate father Copyright © 2015, Intellyx, LLC8 Surprise! PhotoCredit:MichelleMikeMozarthttps://www.flickr.com/photos/jeepersmedia/
- 9. The Banana Solution •Everybody eats bananas! – Bananas are safe • Mix in coupons for bananas (and other safe items) with coupons for baby formula & diapers • Harder to tell that Target is targeting you because you’re pregnant Copyright © 2015, Intellyx, LLC9 They’re still stalking you, only they’re getting better at it!
- 10. iBeacons Galore Copyright ©2015, Intellyx, LLC10
- 11. Breaking Down the CreepinessFactor • Demographics – Creepiness thresholds for different populations – Cultural & regional differences • Desensitization – Takes time with any demographic Copyright © 2015, Intellyx, LLC11 PhotoCredit:mllu92https://www.flickr.com/photos/mliu92/
- 12. Normal Distribution • Somepercentage of any demographic will think your marketing is creepy • How much creepiness- related backlash can you tolerate? • Just how creepy is your marketing, anyway? Copyright © 2015, Intellyx, LLC12 PhotoCredit:NathanEckenrodehttps://www.flickr.com/photos/n8photoblog/ Ask Your Users!
- 13. Mitigating Creepiness • Well-targeted, personalizedmarketing isn’t always creepy – In some cases consumers welcome and value such marketing – So, what’s the difference? Copyright © 2015, Intellyx, LLC13 PhotoCredit:WilliamGrayhttps://www.flickr.com/photos/wgray/
- 14. Explicit Opt-Ins? • Onlyif they remember opting in – Messages must contain content they expect & appreciate – Even opting in isn’t good enough if people are surprised by the level of information marketer has about them • Who wants to wait around for a trickle of opt-ins! – Need a better way to address creepiness while still improving ability to target desired audience Copyright © 2015, Intellyx, LLC14 PhotoCredit:HansSplinterhttps://www.flickr.com/photos/archeon/
- 15. The Art ofData-Driven Targeted Marketing • Most marketing activities don’t require the formal opt-in process that bulk email does • Still important to ask users’ permission for increased levels of interaction and targeting • If only in a subtle and informal way Copyright © 2015, Intellyx, LLC15 PhotoCredit:HaroldHollingsworthhttps://www.flickr.com/photos/haroldhollingsworth/
- 16. The Antidote to Creepiness •Today’s marketing cannot be a one-way street – Back-and-forth between company & customer – Most important lesson from social media marketing • Customers want to be informed and empowered • Engage in real conversations with your customers & respect their desires Copyright © 2015, Intellyx, LLC16 Conversation! PhotoCredit:QuinnDombrowskihttps://www.flickr.com/photos/quinnanya/
- 17. Jason Bloomberg President, Intellyx jason@intellyx.com @TheEbizWizard Sendemail NOW to creepy@intellyx.com to download this presentation Thank You! Copyright © 2015, Intellyx, LLC