Forget Evil, Don’t Be Creepy!

Three Ways to Avoid Creepiness Marketers are being offered unprecedented new capabilities to target consumers by interests and behavior. There’s growing evidence, though, that consumers are finding these personalized pitches off-putting. A new survey of UK social media users showed that nearly half “don’t like having ads targeted to them based on information included in [...]

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Put Your Customer on the Product

Lately, I’ve highlighted the various ways companies (and even colleges) are putting their customers in their ads by using social personalization or other means. In Australia, Coke took the idea one step farther, and put customer names directly on its product:

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Get Schooled: Use Social Personalization Like Higher Ed

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Colleges and universities face some unique marketing challenges in the U.S. With more than 3,000 competitors, attracting the right students takes effort and creativity. Even schools that have no trouble “filling the seats” have important enrollment objectives for academic accomplishment, extracurricular skills, and, in many cases, ability to pay. I’ve written about the need for [...]

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Social Personalization and the Doppelganger Effect

Are you overlooking a way to personalize your ads that goes far beyond the usual “Dear Roger” salutation? In my recent article, Put Your Customer in the Ad, I mentioned that LinkedIn was using profile pictures for targeted ads. Since then, I’ve been able to capture a couple of examples. The first one surprised me [...]

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Put Your Customer in the Ad!

In my direct mail days, we used personalization whenever possible. Starting a letter with “Dear Roger” instead of “Dear Friend” responds better every time (if the recipient’s name is Roger, that is!). A sweepstakes that uses a personalized address message like, “Imagine our Prize Patrol ringing the doorbell at 123 Shady Circle,” will garner more [...]

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What’s in a Name? Lots!

Dale Carnegie once said, “Remember that a man’s name is to him the sweetest and most important sound in the English language.” It’s a good bet that even Carnegie would be surprised at how true that statement is, even at the unconscious level.

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Personalization: Post-Its and Beyond

Have you ever received a printed invitation to, say, a charity fundraiser, and found that someone you know on the organizing committee had hand-written a short note encouraging you to attend? (Or sat in a room with other people actually scribbling such notes, periodically asking questions like, “Who knows Elmer and Dolly Pennington?”) It turns [...]

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Nonprofit Marketing: The Power of Personalization

Logic tells us that a bigger problem should get more attention. One person suffering from a disease is certainly bad, but a thousand afflicted individuals should motivate us far more. As is often the case in our odd world of neuromarketing and neuroeconomics, research shows that our brains operate in an illogical and perhaps unexpected [...]

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