Modern marketing is keen to embrace customisation, especially online. With an increasing number of tools to track the surfing habits of users, work out where they are, and work out what interests them, marketeers are exploring whole new avenues of “match the message to the audience”.
This is all part of one-to-one marketing: tailoring the message to the identified audience, in a way that differentiates and allows you to interact.
Now, it appears my provider taps into the internet from a small place south west of Nuremberg. It’s called Spalt. The company that programs an irritating flash on Dictionary.com (which is American, yes?) uses this fact to suggest to an innocent advertising specialist working in Stuttgart (me) that I should hook up with single women from Spalt. I wonder if they’ve ever visited that quaint but sleepy part of Bavaria. I can tell them now, those sort of women will NOT be in Spalt. And even if they were, I’m highly unlikely to travel to Spalt to date with them.
GET REAL!! Customise the message, call out to the audience. But match properly! And don’t offer people things they don’t want.
Seth Godin would probably not like this either. His philosophy of permission marketing is about NOT forcing things on people. He says treat people differently so they choose what to hear, when and how. And I agree with him. Contrary to what people say about “men thinking about sex every 15 minutes”, when using a thesaurus to brainstorm on a slogan, I am not looking for sex from young women south west of Nuremberg.
I dream of a day when the internet is not plastered with useless flashes and smutty offers…