Big Data offers unique insight, but can it scare off prospective buyers?
Search engine marketing (SEM) and big data have made it easier for marketers to target prospective clients and target specific advertisements at those buyers. With the advent of new technologies, data collection has gone from metrics that show which sites people have visited in the past to social graphs, interest graphs and even the screen resolution and color depth of the devices being used.
Marketers can now implement a variety of stylistic approaches using Big Data, methods such as behavioral, search, social and reputation targeting. Of course, the main concern with using too much Big Data in online marketing is that it has the potential to scare away buyers. Additionally, such fine and narrow targeting efforts are rudimentary at best – they guess at what people may want based on observations, and those beliefs can sometimes be off the mark.
While it’s important to be aware of Big Data and what it can provide, marketers may want to use the information they have sparingly if it’s too specific. Instead, spread out the promotional process on the web, and make sure that prospective clients have their space and can opt out of seeing campaigns in the future if they don’t resonate.