MERCADEO Versión en español
James Green from Magnetic: There is a massive disconnection between consumers´ desire for privacy and their desire for a personalized experience online
Manuela Walfenzao| 28 de octubre de 2015
Green: A nadie le gusta que le griten o que lo sigan cuando ya dijo que no
Magnetic CEO, James Green, explained in an interview the main challenges and dilemmas the tech landscape presents for the advertising industry. His company specializes in offering brands and agencies intelligent data that allows them to interact wisely with their audiences. Through an analysis of people´s online behavior, they propose prospecting, remarketing and merchandising solutions.”There’s a massive disconnection in the market between consumers’ desire for privacy and their desire to have a personalized experience. These two forces work exactly opposite one another” argued Green. “The only way to have a personalized experience across the mobile web, apps, desktops and every other electronic device is for the person delivering the service to you to know that each of these devices are you. And if we know that you own all of these devices, then we’ll always know what you visit and what you buy. Most people understand this, but there will always be a vocal minority that think it’s abhorrent”.Green considers that the imbalance between consumers and sellers makes some sellers scream and yell to be heard above the others. “No one likes to be screamed at, yelled at, or followed when they’ve said no. I’m doubtful that we’ll ever be able to completely get rid of it because of the deep rooted desire and need for marketers to make money and sell stuff. The more up-market you go, the fewer sellers there are, the less imbalance, and the better the buying experiences. This will probably always be true” he said.
