Advertising Trends: Of A Personal Nature

The other day, I’m on Facebook and notice an ad for one of my favorite bands, Guster. They’re playing at House of Blues in Orlando next week and tickets are available. Cool! So, I’m about to click the ad to learn more, when I think to myself, “Wait a cotton picking minute here, this is no coincidence.” It dawns on me that: 1) I live in South Florida, 2) I’m connected to the Guster Facebook Page because I “Liked” it and 3) I’m being totally manipulated by Big Brother, A.K.A. the Facebook rulers - who know who I am, what I like, where I live and a ton of other personal tidbits. Ewwwwwwww!

This is becoming a fairly regular debate among ethical marketers as of late, whether marketing to people based upon personal preferences, divulged for non-solicitation purposes, is fair game. Yes, we all understand that when register at a social media website that we agree to the terms of the site’s owners, and it’s clear that the information submitted belongs to them, not us, but ewwwwwww, we’re freakin’ being watched, and potentially manipulated. Is this right? Is this fair?

For the sake of argument, let’s look at the Guster scenario from the other side. Thanks to the creepy Facebook powers that be, I now know that Guster is playing in Orlando next week and I could make the trip to catch that show. I’ve been too busy to visit their website and take notice that they are touring and playing in my neck of the woods. Now I know! Thanks to Facebook and their advertisers, woo hoo.

Obviously, the potential problem with this scenario is that it’s a slippery slope. Music preferences is one thing, but if I “Like” the Facebook Page of a divorce lawyer and suddenly see advertisements for local apartments, dating services and microwave dinners, I’d feel like I’m being stalked by advertisers.

This poses the following question. As marketers, how do we balance our curiosity to know all we can about our target audience with our need to establish relationships built on mutual trust and respect? Perhaps the answer lies in the modern buzz word often spoken, but less frequently demonstrated – transparency. All consumers ask for is a level playing field and marketing advantages are only unfair if they are acquired underhandedly. If sellers ask for the right to personalize their pitches based upon consumer preferences, most buyers would jump at the opportunity. It’s only in feeling tricked, that consumers recoil.

I may go see Guster, but I won’t click on the Facebook ad that brought me the information. How I was pitched doesn’t feel right. I would have a better feeling about Facebook advertising if I were specifically given the choice of how I’d like to have advertisers interact with me on their site. That would even the playing field and engender trust.

At dg communications group, we’re always looking for new ways to interact with consumers on behalf of our clients. The programs we recommend are targeted and goal oriented, keeping in mind that like all human relationships, consumer relationships cannot thrive without trust!