Digital marketing adds all kinds of wonderful ways to customize to your customer. But where is the line?

Michael Learmonth wrote a brilliant post on Advertising Age about “the pants that stalked me on the Web”. Just as you guess from the title, an ad for the pants followed him around the Web like a stalker. Judging from the comments accompanying the article, the pants had plenty of company stalking people on the Web.

The culprit is  ”re-targeting” technology, in this case offered by Criteo. The marketing concept is to “Re-engage with lost prospects via personalised banners across the Internet.”

The theory goes like this: a person has indicated interest by coming to your site, so the likelihood of converting them to a purchase is higher than someone that hasn’t visited your site.  And there are, of course, studies to back that up.

But I have to wonder: if someone hasn’t engaged in a purchase, what if it is because they didn’t want to purchase? And  following them around will not make them happy, but more than a little irritated.  Not to mention creeped out.

Just as studies show higher conversion rates, legislation shows people do not like being hounded in their personal space. Do not call lists and opt-out lists for mail come to mind.

It gets back to what we’ve always said: “Just because you can do it, doesn’t mean you should.”

Treat your customer with respect. Treat them as a human being – not an analytic point. The golden rule – treat others as you would like to be treated – applies to effective marketing, too.

Your logo tells your story

Have you visited a Web site with so many flashing animations that you leave? The same principle applies with logos: simple is good.

Here are 5 litmus tests for your new logo:

Does it look good in black and white? If not, re-think it. Even with dinosaur technology like the fax machine, your logo will show up as a one-color wonder sometime. A crisp graphic can pull this off with ease.

Can it be reproduced on a hat, t-shirt or mug? Wearables and promotion items help give your brand visibility. If you cannot reproduce your logo on these items, it means lost opportunity for getting your name out there.

Does it require metallic ink, or any other special finish? Inks are expensive, and do not translate well to other mediums. (see #2)

Will it look good on a cell phone? Mobile access means customer access – if your logo doesn’t translate to digital media easily, it works against you.

Will it look good on a billboard? Logos show up in all sizes and scale. An excellent one will translate in any medium.

With easy design packages, animations and “do it yourself” kits available, the temptation to get carried away with all of the bells and whistles is common. But just because you can do it, does not mean you should. Technology special effects do not equal solid design.

Your logo communicates your brand in an instant. It is worth the extra time and investment to get it right. Then it can tell your story well.

Small business owners often tap their children, students and friends to build Web sites. After all, it’s either free or very cheap, and helps out a relative, student starting out or  a friend. Others use a Web design shop, who’s sole business is Web design. (As opposed to marketing.)

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Last week I gave a talk about networking for job seekers. About twenty people showed up, ranging in age from 20′s through late 50′s (guessing). We were there to talk about local networking, but soon covered networking opportunities on the Web. (more…)