Do not scare your users for personalized ads

With the development of science and technology, the rapid popularization of the Internet in life is no longer a difficult issue to display advertising anytime. And we often talk about precise marketing to do, and to accurately locate the user. But do you know how scary your ads can look if you overuse user data?

Let me give an example of a "horrible" advertisement. One day I opened my mailbox and found my name appeared in the sidebar advertisement. So I whispered in my heart: "How would he know me? Where did he get my message? Then they have not taken away my privacy data?"

In fact, for most users, "invasion of privacy" may be just a noun, a feeling. As for what specific information and data, users without a little technical background may be confused. So there will be a paradox: they like the convenience of personalized service, while also worried about the privacy of being violated. So there are a lot of people who do not know where to blindly oppose the extraction of user data. But in fact, if you can use the user data just right, then consumers will appreciate your service for them.

So the key point to take advantage of user data is to put the things we're doing on the table, just as many restaurants now replace the walls of the kitchen with glass. Here's the first advice from InMobi's article "How to Personalize Without Being Creepy" (how to personalize ads with better user data to make users feel horrified): frankly admitting the source of the data, Do not hide anything. Advertisers who are new to user data are often obsessed with making ads look like magic. In fact, this can not be expected to result. Personalized ads can do the same thing as services without looking like you have a lot of "privacy." You should tell the public why you want to personalize your ads and from what sources.

InMobi This article also made a few other suggestions for personalized ads:

Add customized ads to your customizations. (Such as users can log in to see the content.) At this time users will not be violated, because he himself is already in a custom environment, and advertising will have better results. Such as job offers from LinkedIn, sponsored stories from Facebook, Groupon's personalized discount information, and more. Consumers understand and look forward to the display of such advertisements.

Make sure users have the right to "quit the game" at any time. Hugo Liu, chief scientist at Hunch, said that personalized service, without giving users the right to quit, is like building a building without fire escapes (Chinese houses do not have fire escapes ... Khan ... but you can imagine a 50-story The building is only a lift without a step). Give users the freedom to choose whether to "personal experience" rights, but may retain more users. Because trust is based on mutual respect.

Only use the latest data. Avoid the use of historical data, not only to get the best results, but also to prevent terrified users. Amazingly, the most valuable data for personalization services are often those that are publicly available. Getting purchase history, reviews, and more may look good, but in fact the data is out of date and often not relevant to the user's status quo. Data in the information age quickly becomes obsolete, so rarely can valuable information be obtained using historical data.

The most valuable data for personalized ads is the following:

1) device type, operating system and software development kit. Providing personalized experience for different devices is the key to getting your ads to the user. Sometimes we call this a "targeting," which is actually a personal customization. If you identify the user using the Android 2.3.6 system, then do not use animation effects; if you identify the user using the iOS 5.1 system, it can increase a itunes one-click purchase button.

2) location information. Where is the user? What is happening around him / her? Is she shopping or listening to the music? Is she in a hospital or a museum? What's nearby? Location information can make ads very effective. GPS data is available in HTML5. Advertisers have the courage to require users to share these data.

3) user's wishes. What are the users searching for? 4S shops or car parts? Coffee or tea? Did they give up the shopping cart? Listening to subtle clues is important, especially when re-targeting users. Data management platform can solve these problems.

To sum up, to make personalized advertising to achieve the best results, please do not show off the technology, do not make you think you have too much information to be brave in suggesting that users take the initiative to share those less private information. Do not over-pursue and obsess over hard-to-hand user custom data, but make the most of what you can easily get on hand.