Whilst I for one welcome the increased targeting techniques being employed by the ad networks to make sure that I see more relevant, me-specific advertising, there is one major flaw in the whole process...they have no way of recording my actual purchases.
After what seems like a lifetime trawling sites such as mydeco.com researching, comparing and examining sofas, I finally hauled my keister down to the Dwell store in Richmond to try some out in the flesh and ended up buying a lovely child friendly corner sofa. However, since making my purchase several I have been bombarded with behavioural advertising, some of which features the actual sofa I purchased and I can’t switch the damned ads off.
This cyber stalking of consumers with advertising that is completely irrelevant once you’ve made a purchase would never happen in online lead generation because it's all about converting leads into actual sales and then moving on to target the next available lead. Put simply, if you approach sales lead generation with a lead marketing head on your shoulders you should be trying and testing leads right through a campaign until the point of conversion but not beyond it.
So stop counting the cookies and focus on generating strong sales leads instead. And most of all, don't try to sell me the same sofa twice!
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