Our experts article on Precision Marketing

Do marketers know what we want better than we do?

With the wealth of data at their command, marketers can target consumers with uncanny precision, offering tailor-made deals at the very moment people seem most willing to buy. Will this trend result in more sales and more satisfied customers?

Back to publications list

ADD YOUR VOICE

The Open Forum is a public platform where Nurun people, our clients and industry colleagues can express their ideas on the evolution of digital media and technologies. Every two months, our experts offer their forward-looking perspectives on an industry topic. Discussions are active for three weeks, after which a POV based on the discussion is published here on the site.

The usual rules apply: profane or abusive comments will be deleted.

(1) vote(s)

Sheila Mooney - Nurun 22:09pm on December 17, 2009

#img

#name

#office

#description

#blogIcon

Pablo, i am charmed by your point of view -- it's an almost "romantic" view of shopping! Amy is more pragmatic (American?) in her contribution. Geogg Ramsey, the CEO of eMarketer, predicts that ever-more-precise targeting will be a major trend in 2010 owing to the need to cut waste: "media will shrink to match the true value it is delivering to marketers. That 'true value' is being unearthed by better measurement systems, such as more efficient targeting." The recession makes more pragmatic solutions look even more attractive... i look forward to reading the POV that you and Amy come up with.

(0) vote(s)

Alex Simonelis 18:30pm on December 9, 2009

#img

#name

#office

#description

#blogIcon

To clarify: my 18:24 reply is to Pablo, and 18:29 is to Amy.

(0) vote(s)

Alex Simonelis 18:29pm on December 9, 2009

#img

#name

#office

#description

#blogIcon

What you write makes a lot fo sense.

To avoid being stale and static you might want to mix your general strategy with occasional, somewhat-related ads, especially to try to learn more about the consumer - e.g. ads for parkas along with the winter vacation ad, and maybe an ad for Hawaii too.

(0) vote(s)

Alex Simonelis 18:24pm on December 9, 2009

#img

#name

#office

#description

#blogIcon

"However, I believe that an excessive focus on technology can make us overlook the sociological factors that condition consumer behavior "

You're setting up a strawman argument - excess is rarely the answer to anything. The answer here is clear: have some of the stcok custom tailored according to good algorithms, and have some well-picked variety as well. And that also answers your "other drawback".

(1) vote(s)

Richard Shuback - Nurun 16:08pm on November 24, 2009

#img

#name

#office

#description

#blogIcon

What's interesting about online targeting and retargeting is that we can get very specific with our creative as well. We've developed dynamic ad units that serve up messaging and products aimed to specifically connect with the individual – not the masses.

In the early days of the web, many consumers saw this type of behavior as intrusive. Today they're seeing it as seamless part of the web experience. Advertising has its place with the consumer as long as it connects with them creatively and with relevance.