Internet users have been sending mixed messages about their attitudes toward targeted ads: They sometimes say they appreciate the relevance targeting brings; they sometimes indicate they would be willing to provide personal information to facilitate targeting; and they also report concerns about advertisers and publishers having too much data. While some of these mixed messages suggest consumers may be confused about online privacy and what behavioral targeting entails, research from online ad preference management provider PreferenceCentral calls into question whether consumer education is a solution for marketers. Asked if they would prefer to pay for content, view targeted advertisements in exchange for free content, or receive limited free content supported by untargeted ads, 58% of US internet users chose targeted ads. But their willingness to receive those types of ads decreased after they became more educated about how behavioral targeting worked.

Nearly half of internet users said awareness of behavioral targeting did not change their comfort level. But only 14% became more comfortable with education, while twice as many said they were less so.

Their reduced comfort level changed the trade-offs internet users were willing to make to get content. After behavioral targeting education, 50% of users preferred to receive limited content and avoid targeting, compared with 37.3% who remained willing to be targeted in exchange for fully free content. Putting control into users’ hands over the types of ads served and the types of information used for targeting, however, restored a higher level of comfort with targeted ads. Education without effective empowerment with regard to their own data may not be enough for consumers to get comfortable with targeting.

Audience targeting is under fire from consumers, advocacy groups and legislators. Advertisers are spending bigger bucks on targeted campaigns, but brands remain wary of rousing consumers’ ire and growth is limited because of uncertainty about rules and regulations that could be passed soon.

The benefits of targeting are clear, according to an online study of 500 agencies, publishers and advertisers by AudienceScience and DM2PRO. More than 60% of agencies were able to boost client display ad budgets because targeted ads are more effective, justifying greater dollars.

Publishers benefit, too, from higher ad prices, the ability to deliver better ROI for advertisers and selling more inventory.

And advertisers, in return for those higher CPMs, get ads delivered to the right audience at the right time.

Still, agencies, advertisers and publishers alike are concerned about the possibility of legislation in the area. Most are not in favor of government action; the majority of advertisers and publishers and about one-half of agencies believe the most effective way to protect consumer privacy is through industry self-regulation. Fewer than one-third of respondents thought Federal Trade Commission regulations would be better, and under 10% were impressed with the idea of congressional legislation. But respondents seem to be paying lip service to the idea of industry self-regulation. The plurality of agencies, publishers and advertisers were unfamiliar with the major Interactive Advertising Bureau’s “Data Usage and Control Primer” initiative, and many who did know about it were indifferent. What’s more, most said they did not have any plans to implement the IAB/NAI information icon designed for targeted campaigns. More than 70% of agencies said they would not implement it, either because they were unaware of the icon or disapproved of it, along with 65% of advertisers and 62% of publishers. As the online privacy bill of Rep. Rick Boucher (D-Va.) looms large, and critics in the advertising industry complain that it would stifle spending, many of the players are still not ready to take the plunge and self-regulate effectively.

I'm a big proponent of marketing measurement and careful analysis, but it's worth a cautionary tale as sometimes measurements can lead one astray. The more finely tuned your messages are to the interests of the buyers, the more they can cause analysis confusion if not approached correctly. The core of great B2B marketing communications is relevance. If your message is relevant to the audience you are communicating with, it will resonate, if not, no matter how well written it is, it will not resonate. However, the key to relevance is understanding the interests of each prospect so that a marketing message can be delivered accordingly.

Within your universe of prospects, there may be only a small percentage of them at any one time who are the precise buyer role and executive level, at the particular stage of the buying process that your marketing message ideally targets. However, many marketers fall into the temptation to broaden out their messaging to a larger universe in order to get an overall increased effect. Whereas this may seem like a good idea, as it increases the overall campaign results, it can have the unintended effect of alienating a large segment of your audience as we discussed recently in looking at the idea of neutral results in a marketing campaign.

Equally importantly, however, is the fact that a poorly targeted message can lead to highly inaccurate marketing measurements due to the overall effect of a larger population. For example, let’s look at two marketing messages, for comparison. Message one was highly relevant to VPs of Marketing at the Solution Discovery phase of their buying process (2% of your database), and achieved a stellar 30% response rate in that segment. Message two was relevant to Managers of IT at the Awareness and Education phase (10% of your database), but only achieved a 8% response rate in that segment.

For the sake of this example, let’s assume that the general population of your database, outside of the segment to which each message was relevant, responded equally poorly with a 1% response rate.

If this campaign was targeted to the entire database, you can see quickly how the results can show a counter-intuitive message. Message one, would show a 30% response rate in 2% of your database, and a 1% response rate in 98% of your database, for an overall response rate of just 1.58%.

Message two would show an 8% response rate in 10% of your database and a 1% response rate in 90% of your database for an overall response rate of 1.7%. If you look simply at the raw numbers, without diving deeper into the analysis, you can see how the final results will be misleading and will show the reverse of what is true. Clearly, it is the definition of the list, rather than the message success itself, that is causing these results to appear as they do.

Only by first looking at the targeting of your list, including both the fit of the individual, and the stage they are in their buying process, can you successfully show analytics that correctly reflect how effective each message was within that target psychographic or demographic segment. The results might be surprising.

Once you find time for social media and move from social chatter to using social media for a purpose, you’ll see firsthand how difficult it can be to get noticed.You might be using social media for marketing, campaigning or bringing attention to a worthy cause, but you’ll be battling against every other person who has the same intention or is just there for a fun time.

How do you cut through all the social media noise and get people to notice what you have to say?

Fact is, it’s not always easy.  To help you, here are 10 ways to make your message more likely to get noticed … 

#1: Simplify Your Message

If your message is complex, don't expect it to spread.

Your first job is to edit your message down to the bare essentials. What are the facts? Can you use the most simple language to get your point across? Could it be misinterpreted? This doesn’t necessarily mean you should be super-brief, but it does mean that you can crystallize your ideas and make sure you’re very clear on what the recipient should understand, take away and do.

Develop a hook. Why is this interesting, why should anyone care and what’s different in a beneficial way?

Test your message to make sure it’s understood. A complicated message isn’t going to be fully understood, won’t be remembered, and therefore will certainly not be forwarded or acted on.

#2: Find Your Space

If noise is getting in the way of your message being noticed, don’t add to your problem by choosing the most busy times and locations!

Yes there will be more people who might potentially see your messages at peak times, but you have to weigh that against the fact that there are more competing messages at those times too. The same with venue. If everyone else is competing for attention on a certain site, in a certain group, presenting in a certain way, you need to test to see if an alternative time, location or format is going to work better for you.

#3: Use Appropriate Channels

Following the previous point, where and how you present your message is as important as what you say.

Rather than just stating your facts, perhaps you need to tell a story. Pulling at the heartstrings with a human interest narrative often has more impact than a set of bullet points. It might be that all you need to do is zig when others zag; for example, use short headlines when others are wordy, or a long headline when everyone else is brief. Perhaps others only use text and you can use video. Break out of the mold and find your place to breathe.

#4: Spread Your Message

When you've honed your message, don't be afraid to spread it. Don’t think you have to stick with one medium.  There’s no reason why you can’t go with all of them. Re-purpose your content into whichever packaging is required.

Get it into the hands of colleagues, contacts and friends. These are your seeders and sneezers who will start the viral process.

Tell people you want them to share, email and retweet your message far and wide. Tell them why it’s important and exactly what they need to do.

You need to make it as easy as possible and remove barriers such as opt-ins or logins. Just give them the content and the tools to share it. Make it as easy as one click with an obvious benefit and they’ll do the rest.

#5: Get Help

Ask for help. You can't do this on your own!

Stop thinking solo. You’re not going to be able to get much reach on your own.

Reach out and ask for help. Pitch your message directly to key influencers.

Yes, some will reject you. Some will listen, then not follow through. But it’s a numbers game, and worth the effort.

Don’t make it about you or your mission, make it about them and their audience.

Explain briefly what the hook is and why they should care, tell them how to take the next step and leave it for them to come back to you.

#6: Appeal to Ego

People are most engrossed in their own self-interest, so play into that.

Use “you” and “your.” Make it about them, their needs, goals, wants and desires. Relate it to their own history, situation, reputation and behavior.

#7: Cut the Clutter.

You need to remove anything that doesn’t directly support your message or argument.

Remove fancy phrases, clever wording or embellishments. Use short words and sentences.

#8: Appeal to Primitive Instincts.

Danger grabs attention

Observe the newspapers. They sell sex and fear because that’s what people respond to. We’re hardwired to look out for danger and problems and to follow other base instincts.

If you’re having trouble being heard, try turning your message into a warning, highlight a problem or emphasize the dangers.

#9: Use Keywords.

Another element of our brain programming is to be on the lookout for keywords and phrases that interest us. Rather than using clever headlines, key into the words people are looking for, not just in searches but while scanning down headlines. People are always on the lookout for what interests them, consciously and subconsciously, and when these particular words or phrases pop into view their reticular activating system will say “Hey, look!” If your message is about Apple or the iPhone, mention those words. If you’re talking about Seth Godin or Natalie Portman, use their names.

#10: Stick to One Point.

This whole article builds to one argument. One point. Do the same.

Summary

Getting your message out there is not always about what you say but as much how you say it. Don’t just shovel your messages out into your social media channels. Think carefully about your audience, what they like and react to, and what else is going on within those services and networks.

Most of all… It’s not what you say that matters, but what your readers hear!

It’s your job to keep crafting and honing your message until you get it right. If people don’t “get it,” keep working until they do!

By Chris Garrett