Big data is what it’s all about these days – tracking the interests of consumers and internet users to target them with relevant advertising. It’s the building blocks of a marketing revolution, undoubtedly.
The theory is sound. But how precise is the profiling and the targeting so far? To judge from the ads on my Facebook account they have me down as a decrepit, indolent, randy old goat. Hmph!
I’ve no doubt that incontinence pads are a boon to many, and if I suffered from industrial deafness through working in a noisy environment I would welcome the referral to the claims specialists. There seems to be some confusion, however, as to whether I would be more interested in a stairlift (fitted in a day) or in meeting the thousands of single women apparently desperate to meet me. If I opt for the latter I will doubtless need the High Net Worth Divorce Lawyers and will then be in funds to indulge myself in a Saga Cruise or a complete new High Gloss kitchen for only £595 (incredible value I must say!).
There’s actually nothing here I want. To be fair they have picked up an interest in cricket and suggested I might travel to Bangladesh to watch an international tournament. But overall I feel a trifle insulted by the implied picture of me. That is not a great marketing tactic and devalues the medium in my eyes. If I were planning a campaign I would want to be sure the consumer profiling was rather sharper than this.