Automation and Personalization might not be the Best Solution

Jan 30, 2019Digital Marketing Strategy0 comments

Automation and Personalization might not be the Best Solution

Jan 30, 2019 | Digital Marketing Strategy

Many advertisers collect data about their customers in order to reach them easily with the right message at the right time. However, it is hard to find the right content to send at the perfect time for the concerned customer. In fact, at the AdExchanger’s industry preview 2019, it was the main topic discussed where the content marketing strategy does not have to be automated just because advertisers can but they should analyze and reflect on it first.
Advertisers just assess the data collected into their automated software and believe that it would reach the right consumer with the right message but the timing might be risky. We can use as an example a baby product advertisement sent to a woman who just lost her child. So, since she was searching in the baby product category before and the automated system collected the data and assigned her information to the potential consumers list who might be interested by these types of products, it assumed that she must be the perfect custome. Yet, it was at the wrong timing. However, neither the advertiser nor the publisher will be affected but the brand is the one to take full responsibility and pay the price for this mistake. The customers will always blame the brand for receiving an ad that might bother, disappoint or annoy them.
The main issue is that the brands, advertisers and publishers consider the consumers as just consumers, people who will buy the final product and not a person who has feelings, problems and a history. Companies consider the data collected as a mean to gain money in order to increase their profit and not as a way to approach the consumers and understand their needs. The content of the ads should always be strategic in reaching each customer where in order to create the suitable content for the right customer the data should be well analyzed and reviewed, not automated by a software that only collect and categorize it.
The well usage of data is a real dilemma where even Google is already paying the price of 50 million euros for its misusage and breaching the General Data Protection Regulation (GDPR). Moreover, Google won’t be the last one. Actually, 2019 promises the penalizations of many companies that do not respect the GDPR where automation won’t be helping in avoiding this plot.
Hence, choosing the right content marketing strategy is important where setting the right message and thinking of the consumers first and their experience is a the most important factor and criteria. As Frank Cooper, the CMO of BlackRock said “I’m more interested in buying environments where people want to hear certain messages, I think about the environment first and then how do I develop content that speaks to that environment.”

About Abla Khbacha

Account Manager at Bodkinco

About Abla Khbacha

Account Manager at Bodkinco

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