By now, most consumers are no longer shocked to find similar or repetitive ads for a previously-viewed product across different platforms. The terms remarketing and retargeting might have been foreign words before, but that is no longer the case. For example, if you happened to check out a pair of shoes on any website – say, target.com – you’re most likely to see those same pairs of shoes several times over the next few days, weeks, or months – until you seal the deal and make the purchase.
Companies firmly believe that if they keep reminding you about that product, they will remain top-of-mind and after the umpteenth time of serving the ad, the consumer will magically want to purchase said product.
And it might be true. Remarketing can produce high conversion rates and generate significant ROI.
But after privacy and third-party data have come under higher scrutiny, companies have had to pivot. They have needed to be a lot more careful about how they called personal data about consumers. The irony is that while consumers consider third-party data to fall under ‘creepy marketing,’ they also crave personalization in companies marketing efforts.
What companies haven’t fallen in the snare of the complex and complicated game of collecting personal information? The originators of personalized marketing: the big guns. The following are examples of companies that don’t seem to have fallen under such scrutiny.
Amazon. Amazon uses machine learning to create a specific algorithm that personalizes suggested products based on historic purchases and products viewed. During the pandemic, Amazon sales soared, for obvious reasons. Consumers were stuck at home, and they needed their essentials nonetheless.
Spotify. If you ‘like’ a song of a certain artist – say, Drake – you’re most likely going to see a bunch of other songs that fall under the same musical genre as Drake. Maybe the Weeknd.
Netflix. This one may seem fairly obvious.