Friday, February 14, 2014
Would you be annoyed if in every store you entered, your smart phone started flashing adds for the store, for each department and for every aisle? That is the way marketing is going. I would find it bothersome and poor PR on the part of the retailer. The first impulse is to shout, "Leave me alone!" Marketing's obtrusiveness at the individual level is destined to arrive sooner rather than later. The question for retailers is how to use it well. The store owner might conclude that even one more sale makes the effort worth it. For most consumers, it will be spam and the success of any one promotion or ad will be minimal. So, where is the balance? It will up to experimentation to find out what shoppers tolerate. I suspect, however, that most will reject a constant flow of meaningless ads and promotions.