Crossing the Line Creates Cross Customers
Then consider this: My husband went to the store and used his credit card to buy a little-known brand of gluten free bread — two uncommon variables, right there. Within the hour, an ad for that very brand and product showed up on MY phone, not his, but MY phone. Suddenly “watching” my purchases and those of my family is not okay with me any more, and it conjured up a lot of “what ifs.”
- My husband had just bought me a 2-carat sapphire ring and wanted to keep it a surprise?
- What if my husband had just bought medication for an illness he had not told me about yet?
- And what if I were advertising my house on VRBO for holiday rentals and somehow my phone number on the listing was associated with that mousetrap purchase and all potential renters saw an ad in their side bar about mouse traps? That could conjure up a lot of yucky feelings, unconsciously, which could be unintentionally associated with my listing.
The list goes on … and so do:
The Questions All of Us Marketers Must Ask Ourselves
At what point does data tracking, customer profiling and targeted, automated marketing cross the line from “personalized customer service and care” to “creepy, stalkerish behavior” that makes consumers feel exposed, vulnerable and just downright uncomfortable?
How you answer this question and adapt your automated marketing messages and campaigns is critical. You might argue that our devices are anonymized and that brands really don’t know who goes with what IP address or device codes. But is this really accurate in terms of the possibility to pinpoint specifics about individuals? Consider the following example from an article posted on DeZyre.com.
An office supply store sent a customer a promotional letter and set up the personalization process to reference a personal detail or transaction on the envelope. In this case, that personalized envelope “teaser” was “Daughter killed in car crash.” That was not information he had opted to share with this office supply store, and clearly not information that was related to anything the store needed to know to offer him more laser pointers or copy paper at a discount. It is information that clearly was gleaned from other sources about his personal life and potentially legal or government records; which, clearly, he did not volunteer to a store for customer service purposes.
Be Honest — With Yourselves
Again, managers and servers of big data maintain that their promotional messages are sent to devices that are anonymized, so no secrets are revealed and consumers are not exposed. But at the end of the day, is it really? Any database that has customer transactions that also contains devices, IP addresses and names can be tracked back to an individual. Just ask the FBI, CIA, Mueller and any other investigative unit.
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.