"Another @WalmartLabs program helps optimize and dynamically assemble 15 million creative units a day to retarget people who visit its website." This from an article in Ad Age today about Brian Monahan, VP of Marketing at Walmart.com. I get efficiency but Walmart in this case seems to be confusing eff words. Efficiency does not equal effectiveness when dealing with humans.
First, I so hardly think that what is being describe here are "creative" executions except in the "10,000 monkeys with typewriters in a room could write War and Peace if given enough time". Just because you can do something doesn’t mean you should do something.
Second, I do believe this is why most people, not machines feel like the character in character in Clockwork Orange forced to watch violent images: emotional and thus reactive blindness to all other display ads.
The job of marketing is create connection between people and brands; this is an alchemy of emotion and information. Call it a teaching moment not a pure data moment (that happens between machines not living sentient beings) because people need to know why they should care. At it’s best, its an act of storytelling that inspires.
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