The term that became popular after the US presidential elections is perceived by many as a universal marketing tool—a tool that will finally enable influence on the client in the most rational way, whether they are a voter or a customer. Processing large volumes of personal information makes it possible to identify previously unobvious correlations between features.
For example, people inclined toward democratic principles tend to drink more Pepsi, while conservatives prefer Coke. Or, someone who frequently looks up new recipes is more likely to experiment with a new smartphone, and so on. Seemingly unrelated events or behaviors, when analyzed, provide unique linkages. It is no secret that microtargeting is not a new technology—it was actively used even during the election of George W. Bush.
However, the increased speed of data processing, deeper penetration of the Internet, people’s engagement in social networks such as FaceBook, Twitter, VK and others, the development of Artificial Intelligence (AI), and the active use of BigData, are creating a truly fertile environment for the application of marketing technologies like microtargeting.
So what are the advantages of microtargeting? The use of this technology makes it possible to differentiate target groups of influence by a much broader set of features, including combinations of features, than was previously possible.
Accordingly, the probability of conversion from targeted action on such carefully formed target groups is significantly higher. This, in turn, increases the return on marketing investment (ROMI — return on marketing investment). Since the impact on the target group can vary, and A/B testing technology enables the selection of the most effective tools, microtargeting ultimately allows you to achieve the desired response from the target group in the most efficient way.
Emails, phone calls, “accidental” links to content, “unobtrusive” ads while using the internet, offers of “unique” benefits, and much more — all of these, in addition to direct offers, influence the user subtly, yet effectively. At some point, the user wonders: “Did I make this decision myself, or was I nudged toward it by outside influences?” Microtargeting enables intrusion into the subconscious, where consistent, imperceptible influence affects the target group, leading to the desired response. This is a very powerful tool both for accomplishing good objectives and for implementing manipulative technologies.
What comes next? People are becoming increasingly open. Information about them is more accessible and digitized than ever. The tools for collecting, storing, and processing such personal information are improving day by day. Smart devices, artificial intelligence, virtual reality, 3D printing… We are witnessing a phase transition into a new technological era.
Soon, nano-targeting will emerge—when a set of personal characteristics and their interdependence make it possible to influence each individual person directly. That is, taking into account not group preferences, but strictly individual ones. Then, perhaps, neuro-targeting will appear (a hybrid descendant of neuromarketing), when, after studying your personal social circle (your network of contacts) and your individual decision-making style, it will become possible to influence those who influence you.
Knowing about technologies that are used on you without your consent allows you, to some extent, to adjust your behavior and avoid becoming a passive object of influence. However, true protection can only come from completely excluding yourself from social networks and online communication. And nowadays, very few people are willing to do that.
Filianin S.N.
10.2017
