This year, I had the honour of attending the IAB Digital Summit – Digital Marketing Summit – and I’ve decided to reduce my experience into a three-part blog series. In this part of the series, I will take you through my key takeaways from speakers, Jessy Severins and Alexandra Salomon.
The distribution, development and adoption of digital media, advertising and marketing are growing exponentially. In some instances, this growth is taken advantage of resulting in issues such as a growing disregard for the customer and violation of best practice. This is making all us (digital marketers, advertisers etc.) look bad.
Intrusive marketing is offensive, annoying and turns consumers off. In a world where the consumer is in the driver’s seat, all publicity is not always good publicity. Like I advised in my previous post (Digital Marketers: Specialists & Generalists):
Digital marketing is synonymous with complexity and constant change. Keep testing, because what works today [might not] work tomorrow, but what worked yesterday [might] work again.
Jessy Severins, Monetisation Yield & Product Manager for eBay Classifieds Group, highlighted the following in her presentation, Customers Are Going Digital, How Should Advertisers Follow Their Lead?
- Don’t be intrusive with your customers
- Place the right ad for the right user at the right time
- Get to know your users and their individual preferences
Jessy gave a great example of her experience of an intrusive marketing advert i.e. the infamous Clearblue YouTube video (I am willing bet that most of us have been subjected to this ad, I know I have). Such bad practices are becoming all too common, take that unsolicited spammy newsletter that you didn’t subscribe to ( yes, the same one that doesn’t have an unsubscribe button and violates the CAN-SPAM law). This is why platforms such as Facebook, and LinkedIn have added metrics to help advertisers identify negative customer feedback e.g. number of page unlikes, clicks on hide this post, and unfollows. Let’s face it, consumers are overloaded with content, most of which is either intrusive or not relevant to them.