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The Personalization Delusion
The ability to dynamically scale the ad and A/B test dozens or even hundreds of ad campaign permutations, all potentially targeting specific audience types, has distracted marketers from creating a single creative that stands alone and appeals to as many people as possible. .
But is this a good thing? Not really, writes marketing consultant Samuel Brealey. blog post.
“The appeal of the last decade has been to view advertising and marketing as an engineering feat, due to the explosion of new technology, and overestimate its importance in the marketing toolkit,” writes Brealey.
The enthusiasm for personalization adds complexity and cost to campaigns.
Instead of going back to the basics, brands have increased segmentation to the point where it delays marketing. By segmenting audiences more and more finely, marketers create audience pools so small that their returns decrease. Finding women with children who are passionate about household items can shrink a universe of 100,000 potential customers to a few thousand. While it may seem like a targeting advantage, it’s a bad trade-off.
“Broadly,” Brealey writes, “the best advertisement for an audience is the best advertisement for all audiences.”
Don’t Call This Back
Flashback stories on the Internet are rare.
About.com is an exception to this rule, however. Under CEO Neil Vogel’s leadership, the Web 1.0 fixture has been transformed into IAC’s Dotdash-Meredith. leading cash flow contributor.
at Brian Morrissey Reboot In the newsletter, Vogel details how Dotdash-Meredith’s emphasis on purposeful audiences, page load speeds, and fewer, higher-quality ads is the recipe for success in today’s demanding publishing market.
Vogel says the market is increasingly focused on contextual marketing, bottom-of-funnel performance, and e-commerce.
For Vogel, the media play is simple: “Gather and serve audiences that are valuable, make yourself valuable to them, present them to advertisers in a way that works for your audience and marketer.” Oh, is that it?
And with regards to e-commerce, he says publishers should focus on affiliate marketing rather than producing their own products.
As digital publishing and advertising technology continue to converge, the traditional approach to media may seem counterintuitive. But Vogel advised advertisers: “Those who think they’re going to reinvent the rules of historical media, don’t give them money. Any publisher telling you they’re a tech company, run for the hills. ”
Registering a Package
Disney and Uber seem to be co-marketing pretty heavily right now: Disney will refill its Disney+ potential pool, and Uber is thirsty for ad partnerships.
First, this week Uber and Disney announced a subscription promotion offering Uber Eats customers two months of free “Disney Bundle” (Disney+, Hulu, and ESPN+). And vice versa: Disney+ subscribers can redeem six months of free Uber One (a $100 annual affiliate program with free or discounted rides and Uber deliveries) plus a $25 credit on their first Uber Eats order.
Streaming content partnerships are a trivial fruit for Uber Ads, the company’s data-driven media business. Uber users—especially Uber One subscribers who use the service regularly or for longer periods of time—may be tempted by a streaming trial when faced with a long ride.
Michelle Grant, Salesforce’s senior insights manager for the retail and consumer goods category, said: tweeted out An Uber in-app ad experience that persistently offers a stream of UFC. You can buy the UFC stream or hey, guess what: It comes with the Disney Bundle.
But Wait, There’s More!
TikTok has several main components for making money. [Bloomberg]
More on TikTok: An FCC official is urging Apple and Google to remove TikTok from their app stores, calling the app a national security risk. [Insider]
Patrick Stox of Ahrefs: Almost half of Google Search Console clicks go to hidden terms. [blog]
Netflix spoiled the fun with overwatching. Can it now prevent the degradation itself? [WSJ]
Joshua Lerman is promoted to CEO of Kepler Group. [release]
Constant Contact has appointed a new chief human officer and a chief strategy officer. [release]