Brands can have too much data on customers meaning the marketing message goes beyond personalised and moves in the realms of downright creepy. And when that happens, they’ll fast reach for the adblockers.
This is the view of Teradata’s John Timmerman who was speaking at yesterday’s ONE Marketing Connect conference in Sydney and goes by the rather highfalutin title of global industry evangelist.
Interestingly, Timmerman quoted Teradata’s internal research that found 86 per cent of consumers felt that brands captured too much personal information about them. However, 85 per cent were happy if the information got them better service or product recommendations.
“Never flaunt what you’ve captured about me to me. (When brands) wave the stuff that we know about you in your face and that’s when it gets creepy,” Timmerman said.
“It’s things like EDMS; do you want your first name used in a communication? Sure it is, but if I contextualise the message and be responsive that fits you where you are right now you’re going to feel ‘this message resonates with me’. Perfect timing, perfect channel, great!
“But if you start using people’s ages or the names of their children – it doesn’t mean that I don’t know it – I’m just not inclined to overly personalise the message, and it’s the balancing act that you really have to find and if I showed (a customer) all the things I know about you, that I captured about you, that’s the wrong way to go about it,” he said.
Timmerman agreed that when the messaging went too far the customer would fast reach for the adblocking software and all of the marketers hard work would come unstuck.
“People are blocking inconsistent messages and poorly targeted messages. So long as your message resonates then they (customers) won’t block those,” he added.
“It becomes permission-based marketing. I cannot market to you and unless you allow me to. A brand needs to ask permission to market to a customer and as long as they’re doing the right things I’ll receive their communications.
“But if it’s just retargeting, something is just following me around all these different websites, that’s when it gets weird, that’s when it bothers me and that’s when I’ll put up the defences, the ad blockers,” he said.
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]