What women want

In a recent iMediaConnection article, Emily Girolamo makes some interesting observations about Relationship Advertising and women.  Girolamo states that 53% of women feel they form “relationships with brands online,” and that nearly “90 percent of women studied ‘wish’ they were sent more tailored offers from trusted brands.”  I concur.

Traditional advertising, like television, has long revered the female buying audience. Apparently we control the purse strings which I guess makes total sense because we’re the ones with the actual purses.  So, it’s not surprising that women are anxious to receive more relevant ads. As a female, with a purse, who also works in the online ad biz, I’m always gratified, if not amazed, when I receive an ad that actually hits the mark.  With interactive direct response technology maturing, I guess the question is – why doesn’t this happen more often?

Is it so hard for advertisers to market to me directly on the internet?  Every time I visit a website, Yahoo! mistakenly thinks I’m a good candidate for its products. What they don’t take into consideration is that I’m already a Verizon customer.  And I was looking at those schools for someone else.  And I only Googled Toyota to find the local dealer so I could make an appointment for my recalled gas pedal.  Is this retargeting technology at its finest?

So, while every targeting company out there claims to find the advertiser the “right customer, in the right place, at the right time” – they fail.  Sometimes miserably.  Tell me there’s a technology out there that knows whether I’m already a customer. That knows if I’ve already purchased. That actually knows something about what I want.  Oh, you mean like TruConnect? Shameless plug, I know. But seriously – online ad industry, please stop serving me irrelevant ads. 

– Layne Salter

Comments

[Elias Haddad]

These words are great, and I am glad someone is doing retargeting or we call it special needs targeting, takes fare bit of work but it works.