Person-based advertising offers the potential of more focused advertising producing fewer poor leads.
But it also comes with certain disadvantages and challenges that you should consider:
The data you are collecting and storing.
- Privacy Concerns: Collecting and utilizing personal data for advertising can raise significant privacy concerns. Customers might be uncomfortable with the level of personalization, especially if they feel their privacy is being invaded. This can lead to mistrust and potential legal issues, especially with the enforcement of data protection regulations like GDPR and CCPA.
- Data Security Risks: Storing and managing large volumes of customer data increases the risk of data breaches. If sensitive customer information falls into the wrong hands, it can damage the reputation of the business and lead to legal consequences.
- Data Accuracy Challenges: Maintaining accurate and up-to-date customer data is challenging. People change addresses, phone numbers, and other personal information frequently. Outdated or inaccurate data can lead to mistargeting and ineffective campaigns.
- Dependency on Data Quality: The effectiveness of person-based advertising heavily relies on the quality of the data being used. If the data is incomplete, inaccurate, or outdated, it can lead to misinformed marketing decisions and wasted resources. Bad data in produces poor control over low quality leads.
Actions people can take
- Ad Blockers and Privacy Tools: Many users employ ad blockers and privacy-focused tools to limit the amount of data shared and the ads they see. This can significantly reduce the reach and impact of person-based advertising campaigns.
- Opt-Out Requests: Customers have the right to opt out of personalized advertising. Managing opt-out requests and ensuring compliance can be complex, requiring businesses to have robust systems in place.
Poor User experience
- Overwhelmed Customers: While personalization can enhance user experience, excessive personalization might overwhelm customers. Bombarding them with highly targeted messages across multiple channels can lead to a negative user experience, causing annoyance and frustration.
- Slow Page Load Times: Each tracking code adds an HTTP request, which can significantly slow down the loading time of your web pages. Slow-loading pages can lead to high bounce rates as visitors are less likely to wait for a page to load completely.
- Mobile Experience Issues: Mobile devices often have limited bandwidth and processing power. Excessive tracking codes can disproportionately affect the performance of your website on mobile devices, where smooth and fast loading is crucial.
Impact on SEO – Search Engine Ranking
Search Engine Ranking: Google considers page speed as a ranking factor. Slow-loading pages due to too many tracking codes can negatively impact your search engine rankings, potentially leading to reduced organic traffic.
Best Practice for Implementing Person-based Advertising
ExtraDigital’s first recommendation is a website or landing page audit to identify unused tracking codes.
It is common for product trials and evaluations to add tracking codes across many web pages or landing pages and these are not often removed at the end of any trial.
Next, make a list of all the new tracking codes required and collate this information.
Thirdly ensure you provide your developer or the person maintaining your website with all the info information; request they remove not needed code and add other tracking in an efficient way to minimise the impact on page load. They will be able to combine multiple scripts together and adjust for faster page load.
The above will solve many of the potential issues with usability and SEO.
Next ensure you remain legal by checking your privacy policy and cookie info as new tracking codes will require some changes.
Taking care of the above will eliminate most of the disadvantages of person-based advertising so this can be implemented expecting a very positive increase in ROI from your marketing efforts.
