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

About mediainmind

Education: BFA in Painting & Sculpture from California College of the Arts (Oakland); Executive MBA in Executive Management from the Peter F. Drucker & Masatoshi Ito Graduate School of Management at the Claremont Graduate University (Claremont); MA and PhD in Media Psychology from the Fielding Graduate University (Santa Barbara). Experience: Over 40 years experience in marketing, advertising, and public relations on the client and agency sides of the business; for-profit and nonprofit, as well as government. Special Expertise: The interface between human behavior and the media. It's all about "media in mind." View all posts by mediainmind

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