There are currently no items in your cart
Another Zappos Online Marketing Gem
Would you like a cookie? With the tightening of rules around behavioural targeting and personalisation in the UK, Zappos delivers an excellent example of permission-based display advertising.
Browsing The Guardian online on the couch on a Tuesday night greedily devouring the decimation of the mighty News Corp before the grilling of Murdoch Senior, Junior and Rebekah Brooks, two things struck me:
1. I’m a loser, and
2. Zappos is simply AWESOME at online marketing.
In Europe, a tightening of the rules around personalised marketing and advertising is having implications for digital marketers using cookies and behavioural targeting. Gaining explicit permission by the customer to accept cookies is now going to be a requirement, according to the proposed regulations, and super-etailers are already making changes.
Here is a sample of the leaderboard from Zappos served up by Criteo when I landed at The Guardian.
I presume my past browsing at Zappos for research for Power Retail must have been recorded by cookie and being the smart digital marketers Zappos are, the items served up would be reflective of my past browsing behaviour. Cool, but what really impressed me was the message I found irresistible:
‘Why am I seeing these ads? Learn more’
Here’s how the rest of the page reads:
Knowing this, we’re able to create personalized ads for you. These ads feature some of the products you looked at on Zappos.com as well as some related products.
Importantly, no personal information of any kind was shared with any of the sites we advertise on. Everything is anonymous.
Now that you know more about how it works, if you still prefer not to see any personalized ads from Zappos, just click here.
A company called Criteo helps Zappos to create these kinds of personalized ads. No personal information of any kind is shared with Criteo.
You can learn more about Criteo and their privacy policies here.
* Please note that this opt-out relies on a cookie. If you delete all your cookies, we will no longer know that you have opted out.
If you want to block Criteo banners from your Internet browser, instructions are available here.
This opt-out only applies to the retargeting service provided by Criteo, and will not disable advertisements displayed by companies other than Criteo. Note: Other companies than Criteo offer this type of retargeting service. To learn more and know which companies currently display retargeted advertisement, click here.
Your status with Criteo is as follows:
You have not opted out
and have an active cookie from Criteo.
From there, the customer has the option to provide feedback on whether or not they like personalised ads.
Who thinks Australia is headed the same way as Europe with regulation on personalisation? Who doesn’t?
Regardless, how good is this gushingly conscientious campaign from Zappos? You tell me. I love it, and I’m not easily impressed–oohhh, look, a blue car!
Now, back to The Guardian.