I’m being stalked by sparkly shoes! 8th Feb 2013
Just before Christmas, I searched online for some sparkly black shoes, to complete an outfit for the party season. I found a pair, ordered them and have since tottered around on their high heels two or three times. Now, whenever I go searching and researching on the internet, as I tend to do just about every day, I am followed around by ads for lovely sparkly stillettos – sometimes even the pair I actually bought, yet I am sure they are safely tucked away in the bottom of my wardrobe. Similarly, in early January, I went looking for flights to South America. That’s all booked now for a trip later in the year, but it does not stop KLM pursuing me with banner ads for cheap flights to Brazil.
I am all in favour of precision targeting – it is one of the critical components of any direct marketing campaign – so I am loathe to just optout and turn off the ad cookies. Somewhere along the line, however, such behavioural-based online ad-serving is missing a rather large dose of common sense. I am sure that I am not unusual in searching online when I am actually looking to purchase the product, especially something as specific as party shoes or flights to a certain destination.
So by all means, advertisers, draw the conclusion that I am in the market to buy ladies footwear and travel products online, but please use your imagination, if not analysis of your own market data. Try offering me a nice pair of leather boots in the sale or a great deal on a short haul flight instead. There’s much more chance that such related – rather than identical – products will now be relevant to me!