Realigning

Wednesday, July 24, 2024

Online marketing has become incredibly aggressive, likely thanks to AI technology.

I have begun routinely wearing a multi-colored gemstone ring; it’s not expensive but charming. I began thinking of finding a daily-wear bracelet to go with it. I went to two online jewelry sites, didn’t enter any personal contact information, and looked at some multi-gemstone bracelets. Immediately afterward, my usual internet sites became bombarded with advertisements for bracelets of that type and from marketers I’d not contacted.

It isn’t as if I’d not noticed this before because I’ve seen clothing and shoe ads pop up. This time, however, is different because the bracelets are colorful, very specific, and in my face. As I scroll through the major online daily newspapers, multi-gem bracelets are popping up with easily accessible links to commercial sites. As I’m googling for information, those bracelets are popping up. I’ve been found.

My purpose for looking online wasn’t as much to buy as to explore. What’s happening feels invasive.

The Amazon phenomenon has changed everything, from how we shop to how items are marketed. Such an aggressive style of commerce is facilitated by AI technology, which Amazon was among the first to exploit. Today, sales aggression comes first and foremost.

Selling is always aggressive. As a former sales trainer, I can attest to encouraging aggressiveness while being cautious about stepping up the heat. The internet depersonalizes that process and is in-your-face aggressive. Becoming more immune to such aggression will encourage in-person salespeople to take more aggressive approaches.

In my part-time role of selling fine jewelry, I consider how to apply what I have learned from the internet. Customers becoming more tolerant might respond to more encouragement if it isn’t also overwhelming. I will consider this more and actively retest and adjust my sales skills as time passes.

Dear Friends: We spend lots of energy on many daily living nonessentials. Diana