1920s or even further. Although today's proxy is third-party cookie collection instead of a product or program type, the idea is ultimately the same.
And what about the results? At the present time, advertising is mainly about artificial intelligence and machine learning, but so many data analysis specialists always aim to increase the segmentation, personal targeting, third-party data, and retargeting. In other words, a faster horse to profile and classify people in predefined groups. Whatever you call it, your doctors always work according to the same principles as when Mr. Ed directed the airwaves.
But the problem is not the age of demographic targeting. As a technique, it has stood remarkably well in the test of time. The question is whether the practice is really adapted to the way we consume the media right now. As many advertisers now use the same targeting tactics at any time of our lives online.
For a comparative view of the boundaries of demographics, consider the obsession of the marketing world for Millennials. At first, it seemed like a necessary way to understand a certain age group. But hundreds of pieces and pieces of research later, a category that includes all those born from 1980 to 1995, or even the first zeros, seem to lose a lot of their meaning or meaning.
With the possible exception of social media, few marketing tactics have played on the main strength of the internet – it's real, real-time and immediate. Instead of making assumptions about past actions and reviewing them over and over, we could constantly revise them: build and optimize campaigns that reflect the mood of the people of the moment.
making fun of nothing to cite only the last example Is it not odd that so far we have hardly discussed the role played by mood and feelings in online context?
This may be because the general dialogue around advertising has moved so far from the heart to the head. Segmenting people in orderly boxes appeals to our sense of order – in fact, it seems to be the pinnacle of logic. But what about when everyone takes this route?
There is much publicity calling for a complete overhaul . What about leaders of the industry of major technologies or the public online advertising certainly has its share of detractors at the # 39, present time. After Cambridge Analytica, at least one academic even claimed that, legally, the entire sector should be completely dismantled .
Much of this discomfort can be relegated to the back of this cold and logical attitude – the mechanistic approach of that dominates the program. Whoever ignores the mood, always ends up annoying people, like an answering machine service that continually redirects you to the main menu.
Another way of understanding our situation comes from the author and former technological leader Jay Acunzo .
Author and Speaker Jay Acunzo
In an article on Medium, Acunzo describes the currently dominant view of the use of data:
"You understand today or try to predict tomorrow by looking at things you assume are absolute, all of which were learned yesterday."
The advantage here is that it does not require much effort and gives reasonably convincing results. The alternative, says Acunzo, is:
"Isolate a variable and test it specifically. This recognizes that generalities are dangerous and that CONTEXT is everything. So, you'd better test and learn in the current context. "
This also applies to current and potential uses of online advertising. To be truly effective and better aligned with people's online experiences, we need to optimize based not on past assumptions, but on the current atmosphere. And that means you have to continually adapt media purchases to the content that best fits your message.
This may at first seem like a heresy – especially for a congregation accustomed to hearing the gospel of segmentation and personal targeting. But let us also remember the triple threat of advertising blockers, browsers like Safari and Firefox blocking trackers, or the benefits of GDPR still in development.
Rather than using pre-recorded cookies and user segments as a proxy for the right audience, it's time to consider real-time feedback. They have always been an important factor in television campaigns. Why forget what could be a key factor in the success of online advertising?
How brands can adopt the mood
Particularly with respect to the data, the marks must go beyond the generic metrics that the analysis providers, and the software in general, spit. In his article, Acunzo cites the example of an airline that notes that vegetarians are less likely to miss flights. But it turns out that targeting this specific group would be a false step: to look at it more closely, it is any passenger who personalizes his order that has a better chance of appearing for a flight, and not just this little sub- together.
The same applies to online advertising. Establish different approaches to the crowd, but adapted to your sector and your niche. Previously, tests may have already been done around timing, segment, intent, and so on. of an ad. A number of publishers are also actively studying, or already proposing the optional mood targeting .
Mood is ephemeral and in the moment, whether in social media, analysis, CRM or optimization, as far as possible look for means to test, learn and act in real time . And this does not apply only to desktop or mobile screens. Although some parts of the marketing world are still discussing the benefits of one support over another, all research suggests an effect of accumulation for campaigns that span multiple channels. And remember – we do not necessarily have to understand the exact ambience we aim for in these different channels – it's more about finding ways (probably technology-enabled) that allow us to test the right environment. to scale and then optimize. around.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the author
With over 24 years of experience in the media, Jacqui Wallis has provided leadership, strategy and performance for hundreds of brands in the agency landscape. Over the course of her career, she has worked with the best and largest independent agency networks, including Carat and Starcom, and some of the world's leading brands, including Apple, Nokia, Deutsche Bank and SAGA. She is now at the head of the state-of-the-art Ad Tech illuma Technology offering a new way to prospect audiences without the need for personal data.