{"id":1445,"date":"2024-03-12T16:24:04","date_gmt":"2024-03-12T16:24:04","guid":{"rendered":"https:\/\/imaginostage.sanepress.com\/us\/resource\/how-to-stay-clear-from-creepy-marketing\/"},"modified":"2025-04-30T15:12:47","modified_gmt":"2025-04-30T14:12:47","slug":"how-to-stay-clear-from-creepy-marketing","status":"publish","type":"resources","link":"https:\/\/imaginostage.sanepress.com\/us\/resource\/how-to-stay-clear-from-creepy-marketing\/","title":{"rendered":"How to stay clear from creepy marketing\u2026"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-69dabe5ab521b\" class=\"hero-legal-section u-gradient--blue-purple u-mb-20\">\n    <!--         todo class   --><? \/\/= $data[\"swirl_selector\"] \n    ?>\n    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imaginostage.sanepress.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imaginostage.sanepress.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imaginostage.sanepress.com\/us\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>How to stay clear from creepy marketing&#8230;<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        by VP Product, Mathieu Lavedrine                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69dabe5ab8cdb\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                    <div class=\"unify-header js-animate animate__fadeIn\">\r\n                                    <h2 class=\"tl\"><span class=\"text-gradient--purple\">\u2018You\u2019re only 2 mins away from our store!\u2019<\/span><\/h2>\r\n                \r\n                            <\/div>\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <p>I\u2019ve been in marketing for long enough to remember the early days of geofencing, when the novel cool idea was to catch people passing nearby a location and notifying them to pop in\u2026 How intrusive! Try floating this idea with your marketing team, for a vast majority of businesses, you will get a resounding \u201cThat\u2019s creepy, we can\u2019t do that!\u201d<\/p>\n<p>The fact that mobile phones at the time would allow this practice without a user\u2019s explicit consent shows how far the legal and technical landscape has changed, and so has the consumer\u2019s perception about what\u2019s cool and what\u2019s just creepy.<\/p>\n<p>The first point in this context, is that just because it\u2019s possible or legal to do something, does not mean it\u2019s a good idea to do it!<\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate image--container animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69dabe5ab8ce0\" class=\"image__inner u-gradient--blue-purple\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imaginostage.sanepress.com\/us\/wp-content\/uploads\/sites\/8\/2024\/03\/creepy-web-2.jpg\" alt=\"Hacker\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69dabe5ab987a\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h3>It all swings back round to the data\u2026<\/h3>\n<p>&nbsp;<\/p>\n<p>Just a few days ago I was reading a 2024 Global Consumer Trend index which presented the result of an original \u201ccool vs creepy\u201d survey . The practices that came out as the coolest were \u201c<em>Personalised birthday offers<\/em>\u201d, \u201c<em>Recommendations based on past purchase<\/em>\u201d and \u201cA<em>bandoned basket email<\/em>\u201d, whilst the creepiest were \u201c<em>Ads from brands you don\u2019t recognise based on geographic location<\/em>\u201d and \u201c<em>Ads based on indirect tracking tools like third party cookies<\/em>\u201d.<\/p>\n<p>It might be self-evident but I find really interesting that those top 5 practices are exactly on par with the opposite sides of first vs third party data. What I mean is that the cool practices are solely relying on zero and first-party data, whilst the creepy ones are based on indirect or third-party data.<\/p>\n<p>I have no doubt that it is possible to create cool customer experiences based on third party data and creepy ones based on first-party data, but I do believe that from the get-go there is a foundational understanding between a trusted brand and their clients. Both sides know the scope of the data explicitly or implicitly shared, and there are unsaid expectations about how it should be used.<\/p>\n<p>&nbsp;<\/p>\n<h3>\u2018My phone\u2019s definitely listening to me!\u2019<\/h3>\n<p>&nbsp;<\/p>\n<p>The creepy feeling comes when consumers can see something is happening, but can\u2019t see how it\u2019s been done (like a friend seeing an ad on Meta about something we were discussing on WhatsApp a few hours before), or because the topic is too personal (why do I keep seeing ads about hair loss?!).<\/p>\n<p>My two pennies worth is to avoid doing anything that is so clever that it makes people uncomfortable, and instead to be upfront with why they are seeing the content presented to them. For example, recommendations can be introduced as \u201cbased on your last visit\u201d or \u201cgood alternatives to the out-of-stock product you left in your basket\u201d.<\/p>\n<p>None of those concepts are intrinsically complicated, but implementing them well is not as straightforward as it seems. As always, I encourage you all to look at your data quality and completeness, and your ability to activate it sensibly through the most pertinent channels in a timeframe that makes sense. I also understand that\u2019s not as straightforward as it sounds either! If it\u2019s something you\u2019re struggling with you should drop us a note, we might be able to help.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-69dabe5abb27d\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--blue-purple gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imaginostage.sanepress.com\/us\/wp-content\/uploads\/sites\/8\/2024\/03\/Screenshot-2025-04-25-at-16.07.28-300x206.png\" alt=\"Screenshot 2025-04-25 at 16.07.28\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-blue\">eBook<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">English<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">Why Marketing Clouds are Failing CRM Teams<\/h2>\n                                                    <div class=\"description\"><p><span data-contrast=\"none\">For more resources you can check out the survey I mention\u00a0<strong><a href=\"https:\/\/go.cmgroup.com\/hubfs\/2024%20Consumer%20Trends%20Index\/2024_Marigold%20Global%20Consumer%20Trends%20Index.pdf?utm_medium=email&amp;_hsmi=290036408&amp;_hsenc=p2ANqtz-8GAr9l8ej5zZMkz97UEW61z2i8DwNalvUkfJ7wWSKZWNrCH0u8XP2BmgytwiK1-xqPk32Gyve36brQ0OQL-CkODez\">here<\/a>,<\/strong> and explore our eBook<\/span><\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imaginostage.sanepress.com\/us\/resource\/marketing-clouds-are-failing\/\" target=\"_blank\" class=\"btn--small btn btn--gradient-blue-dark\">Read more<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>The lines between creepy and intuitive, stalker&#8217;ish and insightful, are becoming increasingly blurred for marketers. Let&#8217;s get back to the data basics to work out how we can send genuinely useful communications, without freaking out our customers.<\/p>\n","protected":false},"featured_media":1523,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[36,38,43,42],"class_list":["post-1445","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-blog-content","resources_category-content","resources_sector-retail","resources_sector-travel-hospitality","resources_sector-media-publishing","resources_sector-luxury"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to stay clear from creepy marketing\u2026 - imagino United States<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to stay clear from creepy marketing\u2026 - imagino United States\" \/>\n<meta property=\"og:description\" content=\"The lines between creepy and intuitive, stalker&#039;ish and insightful, are becoming increasingly blurred for marketers. 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