There’s a fine line between incredibly helpful (yes, it is time to reorder contact lenses) and infuriating (are you really trying to sell me a second bread knife?) in digital marketing. To illuminate the boundary, we asked 60 shoppers to keep mobile diaries of their interactions with various brands.
The 2,000 diary entries provide a customer-eye view of a world awash with geolocation, ad retargeting, loyalty points, and personalized messages. One key message to marketers: not everyone has the same appreciation or tolerance for your offers. “Attitudinal segmentation” is a step that many marketers miss.