At the individual level, do we really want to be advertising?

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So I just read this article in my local newspaper this evening titled, “These ads will be directed specifically at you.”

Specifically it talks about a future world, a la the film Minority Report , where advertising is targeted down to the individual level.  But I have to ask, is this really advertising?  As Wikipedia points out “advertising” is about the art of persuading.  But when you reach the individual is the act of persuading really the best use of that moment you have with them?  Wouldn’t the following actions be a better use of resources and time once you are face to virtual face with a potential consumer:

Assisting – If you’ve been able to narrow things down to the individual then hopefully you should better understand the context of the situation.  Why not ask if you can help?

Suggesting – Instead of tooting your own horn and bragging at the individual level what about offer a few helpful suggestions for them to consider.

Recommending – Have you earned a positive reputation for being helpful in the community that this person relates to?  If so perhaps you could be a bit more bold and recommend.

Connecting – Do you happen to know a bit about this person’s social graph?  Perhaps you could connect them to others that either know of you or are advocates.

Educating – Is it too soon to help them with what you offer?  Perhaps you can provide some content to help educate, providing value at the moment and helping build a relationship.

Delivering – Already have a previous relationship and know you could help at the moment? Maybe you could deliver part of a solution on a “freeware” or freemium basis to get them started.

What other actions are more appropriate at a one-t0-one vs. persuasion?

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