This article illustrates what we have been saying for years. One of the great values in digital marketing is its unique ability (thanks to 3rd party data) to hit your exact audience and only that audience. This way you can be more efficient with your marketing dollars and ultimately increase the success and effectiveness of your campaign. It still blows my mind when I receive marketing messages (display ads, eblasts, etc.) that do not pertain to me. Consumers have grown accustom to receiving marketing info that matters to them personally. They genuinely expect it. In the article below it goes on to state that many consumers are still getting bombarded by marketers with irrelevant messaging. This is causing some to go as far as no longer making purchases from that company. Good read.