How to use data to create personalized ads that do not creep people out

“The brands that can connect with clients in a real way will win.” - Gary Vaynerchuk

Nowadays, personalized ads tap into audience desires & follow them around as they travel from one website to other. It's due to the audience unknowingly sharing their data with various companies via digital mediums regularly. Sometimes businesses start pushing the boundaries by using personal info in their ads. Even we, as the audience, don't give a damn when a business uses it poorly. Generally, everyone has accepted this process of free use of personal data for ad targeting. We, as a community, have already endured that companies have the right to use our data freely through terms & conditions, but few secrets can be kept under the hat by the companies.

But where is the basic line between creative & creepy ads? When some businesses use the personal info of the audience for ad targeting in the name of creativity, it becomes creepy. Creepy marketing is all about gathering personalized data to increase audience engagement. As personalization plays a huge role in campaign success, marketers use the data collected from the audience, like browsing history, frequent website visits, demographic details, etc., to provide ads that match these data & boost business profiles.

But it's a fact that personalized data is the best way to increase audience engagement & better their experience if the marketers use it properly. There is a fine line between providing great customized ads & creepy content.

But how will the marketers put ads to work for the business? With there are improvements in data across the industry, marketers need better storytelling skills with a bit of common sense. Here are some tips that can be followed by marketers within the fine line.

1. Audiences want something new & fresh content. Instead of pushing everything to the audience, better provide the information that might interest them & what they care about.

2. We call something creative because that is attention-grabbing. Make the ads interesting to make the audience feel that their data is used to provide them with an overall better experience.

3. It is not necessary to know everything about your audience. Get the info that is essential for marketing and prepare the content that is acceptable to the audience.

4. Make sure every ad revolves around the primary campaign purpose. Never prioritize any sort of accessible data over telling a good story & stay within the advertising fundamentals.

5. Use data in some capacity for understanding the ad performance, finding out the return on marketing investment, and getting audience insights.

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