In the News (Week of May 12th)

In his post ‘The Perils and Opportunities of Personalized Digital Marketing,’ Michael Essany of Mobile Marketing Watch weighs the positives and negatives of targeted advertising. The challenge, as he sees it, is that if the message is too tailored to the consumer you risk creeping them out; but if it isn’t tailored enough, then you may not capture their attention at all.

“A growing number of consumers now feel that online targeting unequivocally invades their privacy,” writes Michael, “And that’s a problem.” He’s right, but there is a way to deliver marketing messages to the right audience without stepping over the line. At least that’s the intention behind our Smart Zones audience-targeting platform. It was created from 100% publically available data and does not rely on cookies or other intrusive identifiers.

Providing marketers with a more effective way to think about and reach audiences has been our focus for some time and now the rest of the industry is starting to catch up. After all, brands are aiming to increase consumer loyalty through appropriate and fitting advertising, not scare them away by coming across as spies.