Automation and Personalization might not be the Best Solution
Automation and Personalization might not be the Best Solution
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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