What Would Sarah Connor Buy?

by Price Glomski on 05/08/2009 at 11:03 am in Industry News, Opinion Editorial, Performance Marketing, Within Range

I recently saw the trailer for this summer’s Terminator Salvation, the third sequel to the 1984 low-budget hit that made the Governator a full-fledged movie star. One of the themes of the franchise is the dangers of totally awesome-looking technology. I guess if machines end up taking over the world, then they hopefully do it in the form of chrome robot skeletons with glowing red eyes.

Anyway, along the path to our destruction by merciless cyborgs are some new online technologies from Microsoft and Google that are kind of creepy and ominous, but I actually think they’re pretty cool.

Microsoft/Experian Custom Database Targeting: While an invention from Microsoft and one of the big-three credit information companies might sound as if it were designed by Satan himself, it’s not quite as evil as you think. This tech allows us to identify potential customers with Windows Live Passport IDs for targeted campaigns on the Microsoft Media Network. The data is then matched and segmented by Experian data hounds and parsed back out as “anonymous” records to the Microsoft Media Network. Benefits include the capacity to target offline consumer online, site cookies aren’t needed for remessaging and you will be able to use “look-alike” segmentation to reach new customers according to the purchase path data of your existing customer base.

• Why it’s creepy: Do you want the same entity that reports on your credit keeping track of your consumer interests?
• Why it’s cool: You’ll be the first adopter. This particular engagement tool is somewhat pricey (a $150k minimum), but geez, the customer insight is staggering. Like the results of a comScore study, this tool will provide advertisers with highly competitive user feedback and market segmentation.

Google Behavioral Search Targeting:Not only will Google allow users to read their browsing history, but they will have fully launched their “interest-based advertising” concept which involves targeting around interest categories and exchanges with specific customers. This one is a little eerie, since its search interest listings appearing in sponsored search rankings can potentially creep you out. If you’ve been recently served a Cholula hot sauce ad during a seemingly-unrelated image search for “Gary Busey Mug Shot,” this is why. What do the two have to do with each other? You tell me. It’s obviously a secret between you and Google.

• Why it’s creepy: Google can apparently read your thoughts based upon what appear to be mutually exclusive searches. It’s unnerving because they have enough brain power and cash to dig even deeper. Where will consumers draw the line?
• Why it’s cool: As a search marketer, I have mixed feelings about “interest-based search,” since it eliminates an area of relevance (based on quality score). However, the insight gained from interest categories in Google’s network syndication has made big advances in the way we think about messaging to the consumer in search. And if it’s as intuitive as Google claims, the potential rapport to be established with a consumers is invaluable.

Dynamic Ad Targeting: Some vendors such as ChoiceStream have taken targeting to a new level. Instead of merely capturing user category behavior, advertisers have begun using targeted methodologies based upon decisions consumers make along their individual purchase paths. In other words, it’s a whole new level of granularity. Marketers will have better foresight into a consumer group’s affinity for a given brand.

• Why it’s creepy: It’s similar to the Google product described above. It’s probably terrifying to paranoid conspiracy theorists, but then again, those people probably don’t even use computers anymore.
• Why it’s cool: This level of targeting allows marketers the ability to create thousands of personalized ad scenarios on the fly.

Friend Finder: Here’s another application from Google, designed to give users in 27 countries across 42 languages the ability to find each other via mobile device. The tool will help you send SMS, IMs or even call another user (calling someone with a mobile phone? That sounds crazy!). Like with their map product, Google uses a web service based on geo-location. MyLocation mixes GPS and any Wi-Fi enabled phone (including Cell-ID).

• Why it’s creepy: It’s another possibility for user-backlash, since it’s one more invasion of privacy. We’re already connected by landline, internet, email, cell phone, etc. At some point, users will want some time alone. What’s worse, it’s sort of like having a marketing guy eavesdrop on your conversations.
• Why it’s cool: It’s sort of like having a marketing guy eavesdrop on your conversations. Imagine having the ability to contextually target a conversation between two people arguing over where to meet for lunch when your client is an advertiser such as Chili’s.

I don’t know that increasingly personal marketing tools will precipiate the end of humanity, but if marketers can get on board with a couple of these things, the online economy will bounce back with a vengeance.

Hasta la vista, baby.