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Who Doesn’t Want More Data?
By: Janet Kalandranis
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No one should be shocked by this topic as it has been a long time coming. In a good way; definitely a good way. And with two strong digital brands, the landscape for marketing will forever change. It will no longer consist of good guesses and mass messages, but more tailored campaigns to reach a specific audience. It’s like music to a brand’s ears...and quite frankly to the customer as well. No one likes irrelevant messages and spammy looking ads. Customers want relevancy and for brands to know them. Let’s stop right here, because there are many conversations about how too much data is scary. But this can’t be true, because no one has time to sift through messages and find the pertinent ones. That is a promise.

It all started with Amazon, which seems quite fitting. The brand that has a first, middle, and last name of "data." Amazon got fancier, as expected, and is sharing customer data with brands to be able to target ads more effectively on its sites. When Amazon starts a trend, those other digital mavens are sure to follow. And with good reason — Amazon rarely makes a bad move. When someone says “data,” or “more effective targeting,” it’s like the world is all candy canes and smiles. So who was the first to follow? eBay, of course.

But eBay isn’t Amazon, so there is skepticism and there are questions. Rightfully so, but the move still makes sense. If eBay wants to compete on that Amazon level, it needs to provide the data and customization that brands want. Of course, there is still a way to go, as eBay is still determining audience segments, but this asset is a real draw for brands. The ability to get that specific message to a certain audience is like gold; no, it IS gold, and eBay is working to deliver that. eBay has already created auto, clothing, music, and books segments that advertisers will be able to target by either working with the sales team or through a self-serve portal. Way to go, eBay. Thinking about logistics and delivery along with this new capability.

Yes, it’s known that eBay is not Amazon. So the brand won’t enter the scene and see automatic success, but it has a real fighting chance. eBay’s data is quite robust and if the brand works hard to market this new capability and focuses on using its data to get more customized targeting, it just might happily surprise and deliver what it set out to do.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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