CREEPY CONTENT MARKETING Content marketing should be part of your SEO strategy. Knowing the elements and principles of authentic content marketing can boost your reader engagement and site ranking. You should keep in mind that it is also important to know what to avoid. Too much personalisation can hurt your brand instead of helping it. Consumers often find personalised ads as creepy and uncomfortable if it is too intrusive.
What is Google Personalised Search?
According to Marketing Dive, research shows that 71% of respondents prefer ads tailored to interests and shopping habits. In the same study, around half (44%) of the respondents were willing to share general information including name, address, or email address for personalised advertising.
How to use personalised advertising effectively?
Alistdaily.com cites a study conducted by (CX) analytics firm InMoment where at least 75% of consumers think most forms of ad personalisation are “somewhat creepy”. According to the same study, 20% of the respondents share their experiences with friends or social media. Interestingly, 40% of brands admitted they use personalisation techniques that make consumers uncomfortable – a clear disconnection between brands and consumers’ level of acceptable private information use. You can use personalised ads effectively by delivering professional and relevant marketing messages that are not too intimate or intrusive. Keep in mind that ad targeting should always be consumercentric. Harvard Business Review offers five ways to maximise the potential of ad targeting:
CREEPY CONTENT MARKETING https://anythingseo.wordpress.com/2018/04/11/creepy-content-marketing/
1. Stay away from sensitive information 2. Commit to at least a minimum amount of transparency 3. Use data judiciously 4. Justify data collection 5. Try traditional data collection first In line with this, the Newstimes listed tips to avoid creepy marketing practices:
Conclusion Your consumer should always be the focus of your marketing strategy. It is important to use personalisation in an effective way to keep it relevant and valuable for your target audience. Always be considerate of your audience. Provide relevant information to the right people at the right time in the right way. Only use personalisation in areas it’s expected or welcomed.
01 CREEPY CONTENT MARKETING
Google Personalized Search was introduced in 2004 and implemented in 2005. It is a personalised search feature of Google Search tailored to the individual’s interest. It incorporates user language, location, and web history to modify the user’s query and re-rank search results.