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It is a common practice for brands to target you by using their ads as baits to lure you into buying their products. But, have you thought how you’d react when you start getting targeted offline too? Facebook has come up with a new feature that would help marketers target customers offline too. Know how!
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Facebook Now Helps Advertisers To Target The Offline Consumers! We are all used to being bombarded with online ads that are similar to the product that we search the web for. It is a common practice for brands to target you by using their ads as baits to lure you into buying their products. But, have you thought how you’d react when you start getting targeted offline too? Facebook has already experimented with this trend, where advertisers can target a much narrow section of consumers. The scrutiny is so minute that advertisers can target one particular consumer out of millions. The mathematics is simple, out of millions of consumers, the one who has already been to your store is most likely to get converted into a sale and that is exactly what this new feature enables the advertisers to do. It enables advertisers to target that one hot lead that has been to the offline store and interested in a particular service. The working of the new tool on Facebook: Along with having features like ‘Customer Life’, a new feature has been added that reads as ‘Store Vistors’. The working of this feature is not complicated. To understand it, let’s assume a situation. You go to one of your routine clothing store and you go there during festive season. Now that store knowing your pattern can show their customized festive season ads to you depending on a couple of factors. They will consider your age group and the history of your buying journey with them.
Now depending on your age group, the store can amplify their ads to you, who is that store’s niche audience. If you belong to 30-35 age group or 20-25, selling toddler’s stuff will not do the trick for the store, neither pushing for stuff that’s best suited to people belonging to senior age groups will help. Making best use of all the information they have about you from your past purchase, the new feature allows advertiser to show you the adverts that are most likely to strike a chord with you. This feature is still under scrutiny but certainly holds the promise of being the deal breaker for advertisers. Can you evade this scrutiny? Facebook’s new feature is all about narrowly targeting consumers and advertising exclusively to them. Although the portal doesn’t really give an option to opt out of this feature, however, one possible way is to not disclose your location on Facebook. You can simply turn off the location sharing on your phone for social media channels so that these portals cannot know your location.
Another way out is: Facebook uses key demographics based on the information you fill in the ‘About Me’ section to target you with advertisement. Simply making changes to the information you have filled on the portal can save you from many irrelevant ads. When you divulge information like your ‘Relationship Status’, ‘Employment Status’, Age and other such details on Facebook, the portal sends you anniversary wishes and much more according to that. This also enables the portal to guess what you can be inclined towards based on your age, marital status and job profile etc. Being wiser when you share your personal detail might also discourage these portals from bombarding you with perky ads. Ending Note Since the distinction between offline and online is getting blurred, the advertisers keep looking for ways to chase you with their adverts with the help of online technology and tools. Advertisers have another tool called ‘Geo Fencing’ that helps the retailer to target you with ads as soon as you enter a fenced area. Then there are ways to scrutinize the available data about you that shows your buying cycle, buying preference and buying history that helps these portals to entice you with adverts that are likely to make the most impact. Advertising is evolving in dimensions that were unimaginable only a couple of years ago. Best is to be wise with your dictions. You cannot turn off your phone, you cannot deactivate your social media accounts but you can have a better judgment for yourself while watching ads and going for stuff that you need.