Madison Ave. desperately needs to change its vernacular, according to John Montgomery, COO of GroupM Interaction, North America. "Tracking" and "targeting" are terms of war, Montgomery is explaining on an early-afternoon panel at OMMA Mobile. "These are things you do before you kill people!"
We love the name of the panel from which Montgomery is holding forth: "Invade My Privacy, Please: How to Use Social Targeting Without Being Creepy." -- But "creepy" it is, Montgomery insists. "Perceptions are reality [when it comes consumers' idea of how closely marketers are watching them], and people are creeped out."
If they had all the facts, would consumers still think their fears justified? Not likely, according to Montgomery "I don't think we target well enough yet."