"personalization." Thanks to the vast amounts of data that companies collect about users, advertisers can create increasingly personalized campaigns and prepare marketing strategies that perfectly fit the needs and interests of their potential customers.
But the techniques used to create personalized advertising are not as reliable or effective as is often thought. An academic study by MIT and Melbourne Business School reveals that the degree of accuracy of gender segmentation using third-party cookies is 42.3%. By age, the accuracy ranges between 4% and 44% of the time.
According to some experts, personalized marketing is pointless , and there are two reasons for this: it jordan number data is a difficult strategy to implement and, furthermore, it is ineffective . In fact, it is predicted that 80% of marketing professionals will abandon personalization by 2025.
To explain the first reason, an article in Marketing Week by Peter Weinberg and Jon Lombardo, the directors of Search and Development at B2B Institute, points out that marketing professionals “don’t have perfect data on every customer.”
-party cookies . Marketers infer who customers are based on their browsing behavior. But that third-party data is often not very accurate . Plus, we're heading into an era without third-party cookies , which will make it harder for companies to gather the information needed to learn about users' tastes and interests.
Bet on 'performance branding' and leave personalized advertising behind
On the other hand, the article also highlights the lack of effectiveness of personalized advertising , saying: “Even if it were really possible, it wouldn’t work. Even if we knew everything about the customer, we would still not be able to design creative tailored to their individual tastes .”
In this sense, the authors explain that marketers would be much better off investing in performance branding . This consists of creating unique creative that responds to the common needs of all potential buyers and serves all moments.
It’s a much simpler approach that is also “ backed by evidence ,” they say. “Rea