{"id":50248,"date":"2014-10-01T17:37:15","date_gmt":"2014-10-01T17:37:15","guid":{"rendered":"https:\/\/webolutionsmarketingagency.com\/social-media-advertising-facebook-creeps-inside-your-mind\/"},"modified":"2024-10-01T12:52:00","modified_gmt":"2024-10-01T18:52:00","slug":"social-media-advertising-facebook-creeps-inside-your-mind","status":"publish","type":"post","link":"https:\/\/webolutionsmarketingagency.com\/social-media-advertising-facebook-creeps-inside-your-mind\/","title":{"rendered":"Social Media Advertising: Facebook Creeps Inside Your Mind"},"content":{"rendered":"

We\u2019ve gone and made the Internet creepy.<\/p>\n

This was a recurring theme at the Internet Marketing Association\u2019s annual conference, September 24 \u2013 26, 2014. We also dialogued about seamlessness, personalization and the importance of content and storytelling\u2014the sincere effort to make the Internet an enjoyable experience\u2014but we all had to admit to each other that our grabs for personal information combined with tactics like retargeting, where we chase people around the Internet with display ads, is over the top.<\/p>\n

Only to marketers is it \u201cneat\u201d when we share the Hot for Teacher<\/em> video and moments later, advertisements start appearing for an \u201880\u2019s cover band music festival. For everyone else, it\u2019s over the top. Creepy.<\/p>\n

But this is the natural outcome of social media advertising. Facebook knows more about you than you do. We may think, for example, that we are middle-of-the-road in our politics, but if we \u201clike\u201d more conservative content than liberal content, Facebook serves up Republican campaign ads. The other side to the \u201ccreepy\u201d coin is that this is exactly the data needed for advertisers to create increasingly relevant experiences for their audiences. The exact same phenomenon that weirds people out makes the Internet more interesting.<\/p>\n

On September 29, 2014, Facebook announced it would roll out a cross-platform advertising<\/a> platform it calls Atlas. As Business Insider<\/a> explains, \u201cIn Atlas, ads are not bought through Facebook. Advertisers can purchase ad campaigns through Atlas, and they can choose whether or not to include it on Facebook.\u201d<\/p>\n

So, using the Atlas platform, advertisers can buy ad space outside of Facebook, i.e. in the same search engine marketing<\/a> space heretofore dominated by Google, but the ads use Facebook\u2019s behavioral knowledge of its users to present advertisements with the same immediate intimacy and relevance as the aforementioned music festival.<\/p>\n

Creepy? Depends.<\/p>\n

Behavioral targeting<\/em> is a term that\u2019s been tossed around in Internet advertising pitches since before Facebook was a gleam in Mark Zuckerberg\u2019s eye, but it was still predicated on the traditional media model. \u201cThis (TV show\/magazine\/blog site) appeals to this demographic and that\u2019s who buys your product.\u201d So that\u2019s not new. What\u2019s new is that the aforementioned personal interest, manifesting itself in real time, presents itself as a marketing opportunity.<\/p>\n

Should it not?<\/p>\n

Emotional advertising<\/em> is also not new. Coca-Cola and Alka-Seltzer were making us smile decades ago. Home security systems play to fear and Karl Malden used to do the same thing when shilling for American Express. It\u2019s effective. But we\u2019re moving beyond appealing to the demographic. Advertisers are targeting people based not on their overall personas, but on how they feel, and what they care about, right now.<\/p>\n

Perhaps the reason social media advertising<\/a> and its inevitable offshoots and expansions are \u201ccreepy\u201d is not that it reaches us at these times and on these levels, but rather because people are getting the old-fashioned hard sell instead of sincere attempts to create an experience<\/a> they welcome. We are actors in a transformational age but we still just seek to complete the transaction.<\/p>\n

Wars are won not on the battlefield but in the hearts and minds of people. We must appeal to hearts and minds. A new level of transparency and sincerity is in order. Otherwise, you know how people hate lawyers and politicians? They\u2019ll hate us like that. And they tune out.<\/p>\n

How to use this Information<\/strong>
\nWith power comes responsibility. Advertisers now have greater capabilities to target their audience in ways never before imagined. We can make the Internet even creepier and more annoying or we can promote ourselves in ways that touch the heart and sincerely add value to people\u2019s lives. We can tell stories people are glad they\u2019ve heard. Will your social media advertising target your prospective customers or seek to build a relationship with them?<\/p>\n

How will you tell your story?<\/p>\n","protected":false},"excerpt":{"rendered":"

We\u2019ve gone and made the Internet creepy. This was a recurring theme at the Internet Marketing Association\u2019s annual conference, September 24 \u2013 26, 2014. We also dialogued about seamlessness, personalization and the importance of content and storytelling\u2014the sincere effort to make the Internet an enjoyable experience\u2014but we all had to admit to each other that\u2026<\/p>\n","protected":false},"author":6,"featured_media":50249,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[707],"tags":[1149,1079],"class_list":["post-50248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-marketing","tag-internet-marketing","tag-social-media-advertising"],"acf":[],"yoast_head":"\nSocial Media Advertising: Facebook Creeps Inside Your Mind<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/webolutionsmarketingagency.com\/social-media-advertising-facebook-creeps-inside-your-mind\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media Advertising: Facebook Creeps Inside Your Mind\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve gone and made the Internet creepy. 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