If you work in the ad industry, you're probably familiar with the practice of re-targeting. If you're a consumer, maybe you've even been the unknowing target of a re-targeting campaign.
Many brands will recognize something you're shopping for on their site and then follow you around the internet, delivering ads with the exact product you were shopping for. Overstock.com is a huge user of this technique, and the first time it happens to you as a consumer can feel super creepy. (I once had an Overstock.com sweater haunt me for a week.)
Even super friendly, loveable brand Zappos practices in this media buying method, but like everything Zappos does, they do it differently. They do it with their customer experience in mind. Their re-targeted ads feature a "why am I seeing this?" tag, that links to a full page explanation of their method, titled "Some People Prefer Rainbows, And Others Prefer Unicorns". They even go on to explain how no form of personal information has been shared, and give users the ability to opt-out of such ads with a single click.
Another awesome Zappos lesson in treating your customers with the respect they deserve. Great marketing just seems like common sense sometimes, doesn't it?
9 comments:
Smart. We plan a lot of variations of retargeting campaigns and this conversation -- how not to freak people out -- often comes up. Very nice execution, Zappos.
I have noticed being "brand stalked" before. Nice post, I like your blog.
Brilliant! I think it helps to see such messages because I agree that it's pretty darn creepy otherwise!
Hahahaha! Love it!
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thanks! shared
The Dodo case has been following me around for at least 4 weeks.
I wish FaceBook had heard of this before handing out private purchase information to advertisers. This is amazing. I've never been brand stalked but it's nice to see some people doing it with respect.
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