How to Use Personalized Ads Properly?

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Chloe Xu
Director, Australia
Data-driven marketing such as done by using Google ads and Facebook ads is the new norm for tech-savvy marketers who try to influence customer buying decisions in every possible click. Supporters of cookies and other surveillance tools believe that highly-tailored ads based on a customer's browse history allow for an improved online experience and sales performance. Meanwhile, customers are increasingly concerned about the privacy issue when knowing their information is collected, shared, and utilised by businesses. In such a situation, any tailored ads can only trigger opposition and compromise a range of sales metrics, performance and reputation included. WHAT IRRITATES THE CUSTOMERS MOST? Research mentioned by Kim and Barasz revealed that among various factors, two largely determine if customers will be comfortable with the use of their personal information: - The nature of the information. People are more reluctant to share their intimate information, such as data on sex, hea (...) Read more? Sign up for free


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