Where advertisers get it all wrong..
The more connected we are, the more marketers and advertisers are snooping into our spending and browsing habits on the pretext of giving us a more "relevant" experience. However the tools and methods they are using display a strange lack of thought.
- Buying something on Amazon or eBay I find the adverts all change to similar items. Well, fair enough I suppose if its a book or a collectable antique, but for the big ticket items they are completely irrelevabt; I've just bought one so buying another one is probably the last thing I am thinking about.
- While I worked for a few months at Honda, many web pages started showing up adverts for Honda cars and motorbikes. Presumably they saw I was coming from a Honda domain... but if I'm working there, why would I need to talk to a dealer? I'd be getting one cheap as an employee. Similarly I doubt people working for BA need flights, or people from IBM need to buy a mainframe computer.
- Google "spy" on your gmail and then start sending you adverts. A few months ago I exchanged a sequence of emails with a friend about getting on the property ladder and loa nd behold I started getting ads for property firms... and B&Q! (Presumably because they sell ladders?). Perhaps I should email my friends about dates and see if I get advertised offers of romance, or fruit.
- People share pages on Facebook, and when you get there they let you see one or two articles for free then insist on you registering before you can see more. Yes, I know you want my email address so you can spam me, but I'm having none of it. I used to use sites that offered "temporary" email addresses, but now I just avoid sites that ask for registration.
- Oh, and talking of sharing, web pages that display the page then grey it out insisting you "Share on Facebook or Twitter" to read more... sorry, I'm not sharing anything I havent read. Go whore yourselves somewhere else.
I know someone, somewhere has to make money from the internet and advertising has to happen. But please. could you put some thought into it, and stop making it seem like your rifling through my life to get an edge? Maybe if you spent less on marketing and more on developing your product then people would buy it just because it's sp good.
Version 1 published 26 Jun 2014, 6:15 p.m.