By 
However, cost-focused marketers are unlikely to take any action.
It’s increasingly evident that the technology used in various forms often irritates the very people it targets. Yet, this doesn’t seem to influence the behavior of the companies and organizations employing it.
A prime example is the shift to self-service in supermarkets, except for some, like Booths in northern England, which is returning to staffed checkouts. Digital advertising is another area where this is evident, now accounting for approximately 60% of the global ad market.
A recent survey by Manchester digital agency Embryo highlights growing consumer concerns about over-personalized ads, with many finding them “creepy.”
Key findings include:
- 66% of internet users feel “bombarded” by the sheer volume of online advertising.
- Many users have developed strategies to control and limit the ads they encounter, leading to reduced responsiveness.
- 32% of users believe digital ads, in general, influence their purchasing decisions.
Chloe Pryce from Embryo states: “Our research clearly shows that the line between personalized advertising and privacy invasion is becoming increasingly blurred. This causes consumers to feel uneasy about how much information advertisers have to target them with ads.
“Marketers need to acknowledge and empathize with these concerns. Balancing targeted campaigns with respect for user privacy is not only ethical but also crucial to avoid alienating potential customers.”
But will they? The hidden advantage of digital ads, and much of unwanted technology, is cost savings – even if it annoys customers.
This presents a significant dilemma for the marketing discipline.