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How Brain Science Turns Browsers into Buyers: SXSW Recap

If you were one of the many folks at SXSW who weren’t able to get into the room to view Sunday’s SXSW panel, How Brain Science Turns Browsers into Buyers, or if you weren’t at SXSW at all, here’s […]

By |March 13th, 2012|

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 their social media profiles, including activities, interests, and other personal data.” While Google’s motto has been, “Don’t Be Evil,” perhaps a more appropriate one would be, “Don’t Be Creepy!” […]

By |February 21st, 2012|

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: […]

By |February 14th, 2012|

Get Schooled: Use Social Personalization Like Higher Ed

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 colleges to differentiate themselves by strong branding (see College Branding, for example). Just about every school is trying to reach students via social media, but a few are taking it to the next level with social personalization and other techniques to create a unique marketing appeal for each potential applicant. […]

By |February 10th, 2012|

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 when it appeared, and to generate a second one I had to surf a variety of profiles. Here’s what I like about these ads: […]

By |February 1st, 2012|