Thursday, June 08, 2017

My Mom Got Duped...

So, the advertisement below popped up on my Facebook feed, but only after my mother sent me a link for the same the day prior. This is kind of scary. She sent me this link because she got a kick out of the fact that some company had incorporated our name onto their sweatshirt.

For those of you unfamiliar, this is actually just an example of a dynamic form of advertising where the message is highly specialized for the individual seeing the message. My mother's last name is Lieb, this advertisement pulled that information from Facebook, and altered its sweatshirt text to read Lieb.  A quick google, and you'll find this brand will put any last name on the shirt, or otherwise customize the messaging in the middle. But what a powerful example of the intelligence of advertising these days.

The implications of this kind of technology are far reaching. The goal of most advertising campaigns are to reach the right person, at the right time, with the right message, and this level of personalization, when used subtly, can really make it challenging to tell when you're being targeted. I also think this brings in an element of ethics in marketing about where the line is in tailoring a message. If tailoring a message is ok, is tailoring the discount ok? We've seen a number of examples of companies getting in trouble or called out for tailoring incentives (mac users shown higher prices than pc users) or targeting/omitting certain ethnic groups from ads. Having dynamic advertising like this will make tracking that sort of thing very challenging.

Let me know what you think!

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