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Don Gloeckler EVP Research & Innovation Quality Executive Member Liaison The ARF

Don Gloeckler EVP Research & Innovation Quality Executive Member Liaison The ARF. Creepy Marketing The Fine Line Between Personalization and Privacy. Diane Hessan Chairman Communispace.

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Don Gloeckler EVP Research & Innovation Quality Executive Member Liaison The ARF

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  1. Don Gloeckler EVPResearch & Innovation QualityExecutive Member LiaisonThe ARF

  2. Creepy MarketingThe Fine Line Between Personalization and Privacy Diane Hessan ChairmanCommunispace

  3. Think about the last targeted ad or communication (pop-up, banner, mobile, email, snail mail) you received Pop Quiz! How did you feel?

  4. The Past: Mass Marketing Filled with guesswork and waste • Competition for attention Knowable only in broad demographic buckets Assumption that we are always shopping

  5. The Present: Personalized Marketing + =

  6. The Present: Personalized Marketing Who Users Try to Avoid% of adult internet users who say they have used the internet in ways to avoid being observed or seen by…

  7. The Current Study

  8. Our Research Questions How do consumers experience personalized marketing today? How do they feel about tracking and targeting online? How do they balance the sharing of personal data in exchange for perks? Where do they draw the line between personalization and invasion of privacy? How do attitudes and behaviors vary across demographics?

  9. Key Findings

  10. If you could click on a “Do Not Track” button to prevent browsers from capturing your online searching and purchasing history, would you? (n = 8341) ALMOST NO ONE WOULD LET THEMSELVES BE TRACKED IF THEY COULD STOP IT

  11. Older Consumers Prefer Limiting Access to Data; Younger Consumers Would Trade Data for Perks

  12. Life in the Crosshairs Top concepts associated with “targeted ads” Annoying Accurate Privacy Not click/click Advertising Search Browsing Creepy Website Browser Intrusive Ignore

  13. Risk vs. Reward: Creepiness Outweighs Utility • “I do not click on them and sometimes find them very peculiar and inaccurate. Other times, they are disturbingly correct, like someone was reading my mind. I hate the whole idea of it. … I liken it to someone watching me through my window. Internet Peeping Toms motivated by greed rather than lust.” – Female, Gen X, U.S. • “If companies want to attempt to cater to my desires and whims, then go for it. If my favorite companies want to dangle a carrot in front of me with an offer that they know I'll be interested in, then dangle away. I want sweet deals and offers to come my way and I want companies that I am loyal to reward me for that.” – Female, Gen X, U.S. • “It really creeps me out - for example, when I changed my Facebook status to ‘engaged’ and the next thing I know there are bridesmaid dress ads all over the place every time I open Facebook. It feels like a weird and uncomfortable mix of commercialism/consumerism and personal for me.” – Female, Gen X, U.S. ADDED VALUE LOST PRIVACY

  14. Where Do You Draw the Line? What’s “OK” and “Not OK” When it Comes to Personalized Marketing?

  15. Imagine that you are intending to buy something. Would you rather: ONLY 14% OF CONSUMERS WOULD PREFER TO RECEIVE Announce your intention toselected retailers and invitethem to bid for your business TARGETED OFFERS BASED ON PURCHASE AND BROWSING HISTORY

  16. The Implications for Marketers 1 2 3 4 • Personalize the pull • Exchange eyeballs for engagement • With Big Data comes big responsibility • Walk a mile… 5 6 7 8 • Become part of the discovery journey • Help data work for customers, not against them • Collaborate with leading-edge customers • Give consumers more ways to signal

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