Macy's Exec: Targeting Not 'Creepy'

by , Jan 23, 2013, 10:27 AM
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In recent years, people have called online behavioral advertising "creepy" so many times that the description has become a cliche. Can that change? Macy's executive Julie Bernard seems to think so.

Speaking this morning at the OMMA data-driven marketing conference, she urged attendees to try to reframe the discussion so that instead people no longer focus on "this creepy factor that the media has chosen to emphasize in a negative way." Instead, she suggests that marketers "turn it around to a positive -- how we remove clutter form a consumer's life."

 "It's not spin for spin's sake," she says, "but spin because it's true."

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