Monthly Archives: February 2018

The Perils and Pitfalls of Personalization in Online Advertising

Harvard Business Review is making an article from their January-February 2018 issue available without fee: “Ads that Don’t Overstep.” The article describes recent research by the authors about how consumers react to digital ads on websites when considering issues like relevance, intimacy, and privacy. As they point out “When it comes to personalization, there’s a fine line between creepy and delightful…” (John, Kim & Barasz, 2018).

The article does a fine job of looking at consumer psychology and concludes with five very cogent guidelines that marketers should consider when using personal information about people to target advertising online.

Here’s the link:

https://www.exed.hbs.edu/assets/Documents/hbr-ads-that-dont-overstep.pdf?j=729240&l=7262_HTML&sfmc_sub=77921817&u=37116809&jb=420&mid=6336743&ucid=003i000003fyd8TAAQ&em=20180219_LeadershipInsights_SMM-2/22/2018-729240


The Perils and Pitfalls of Personalization in Online Advertising

Harvard Business Review is making an article from their January-February 2018 issue available without fee: “Ads that Don’t Overstep.” The article describes recent research by the authors about how consumers react to digital ads on websites when considering issues like relevance, intimacy, and privacy. As they point out “When it comes to personalization, there’s a fine line between creepy and delightful…” (John, Kim & Barasz, 2018).

The article does a fine job of looking at consumer psychology and concludes with five very cogent guidelines that marketers should consider when using personal information about people to target advertising online.

Here’s the link:

https://www.exed.hbs.edu/assets/Documents/hbr-ads-that-dont-overstep.pdf?j=729240&l=7262_HTML&sfmc_sub=77921817&u=37116809&jb=420&mid=6336743&ucid=003i000003fyd8TAAQ&em=20180219_LeadershipInsights_SMM-2/22/2018-729240

 


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