We’ve all had that moment when we mention to a friend that we’re excited for the Jonas Brothers to come in town and then all of the sudden on the next website we visit, there’s Nick rocking out and asking us to buy a ticket. Coincidence? I think not, but are they listening to your conversation and then teeing up ads for you? The short answer is no. As much as we want this conspiracy theory to be true, it just wouldn’t make logical sense for big corps to do this. The cost-benefit analysis isn’t there. I’ll go into more detail below on how they’re able to be so good at knowing how much you love the Jo-Bros and can’t wait to go jam out wearing a tight white tee and some super gel hair while you headbang, but unfortunately it’s not because they’re listening.
It just wouldn’t make sense for big corporations. The risk is so high. If the news came out that Facebook, Google, Amazon or any of the others were actually listening, their ad revenues would be devastated from the negative PR. The reality is that these companies are just insanely good at targeting the right people with the right information. There is a great documentary that goes in-depth about the topic called the“The Great Hack.” It’s aboutthe 2016 election and as I’m not very political, I watched it from a marketing point of view. Facebook, Google, etc. can have 500+ data points on any given person at any given time. This is why their ad revenues are so high and why you think they eavesdropped on your Nick Jonas convo, but they didn’t. They just know more about you than your spouse did prenuptial and you let the true crazy out.
It’s actually fascinating how much information we give away for free. I mean, we complain about it, but Facebook is a free app. You don’t pay for it with any monetary value, but you’re exchanging your data for use of the app. Advertisers will spend a lot of money to ensure their ideal customers see their info more than their competitors, and with the advancement in data mining, they’re getting really good at it.
I’m sorry to be the one to burst your bubble, but next time you mention that crockpot you’ve been dreaming about and then an ad shows up, just think about how many indicators you’ve given out about your love for some slow-roasted yummies. You may not have gone out and specifically looked for one, but do you follow any cooking influencers? Do you email your BFF about cooking? Do you download recipes? Is your Pinterest board chock full of chuck roast recipes? Have you ever liked a foodie video? Have you watched a YouTube video with cooking instructions? I mean the list goes on and on for why you’d be a great target for Betty Crocker and because our brain only notices what we have the capacity to notice, it’s not until you speak about it that your brain perks up to the ad that you’ve actually been served 3 times previously.
As a marketer, I think it’s great news as I don’t have to spend time looking at things that don’t interest me. I mean of course I’ll be at the Jonas Brothers concert when they come to town and yes, I do have a chuck roast in the crockpot as I type this, but now I don’t have to worry about the latest Gossip Girl trailer getting in front of me (totally not a cover-up.) It’s great news for local companies as well. You now have the same power as major corps did 20 years ago. If you don’t like it, quit going to free sites and not reading user agreements. Totally up to you but for now, enjoy some very targeted info baby!