E-commerce Marketing Slobs
"When I saw that, I thought, I'm already a member of their loyalty club,"she said. "Why don't they know that?"...
... In shaping its targeted advertising strategy, it is no longer relying solely on what Facebook users reveal about themselves. Instead, it is tapping into outside sources of data to learn even more about them—and to sell ads that are more finely targeted to them. Facebook says that this way, marketers will be able to reach the right audience for the right products, and consumers will see advertisements that are, as the company calls it, "relevant" to them.
The Fault Is With Starbucks
If I read this marketing scheme correctly, I see absolutely nothing wrong on Facebook's part. Debra Aho Williamson went public in some venue about her love of coffee and Facebook's Web crawlers picked up on it.
Let's assume Starbucks hired Facebook to offer its loyalty program to all known coffee drinkers in the Facebook database.
In the world of Geezer Direct (in this case, I'm the Geezer), this would be the equivalent of a compiled list rental.
A compiled list in the case of snail mail is created from demographics, survey results, etc.
The advantages: a marketer can reach a lot of people at a relatively low list cost.
- List cost is minor next to postage, printing, inserting and mailing.
- You have no idea whether a person on a compiled list sees mail, opens mail or orders by mail.
A response list is rented for known behavior. You know the person opens mail and has bought something by mail—from a publisher, a catalog or an insurance company. Nine out of 10 times, a rented response list will pull better than a compiled list.
The point is list rentals are the guts of snail mail direct marketing acquisition efforts.