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VIEWPOINT: Personalized ads benefit small businesses

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As we all know, we live in an era of rapidly evolving technology. As new models are released, consumers and businesses alike often opt to upgrade their devices. While this can be an exciting decision, it renders their current computer, tablet, or phone obsolete. As a result, e-waste has become a significant contributor to our landfills. Thankfully, tech recyclers such as I can help mitigate the environmental impact of e-waste. We have taken the adage of “one person’s trash is another person’s treasure” and have turned it into a sustainable business model. However, operating a tech recycling business comes with its challenges, namely in terms of visibility and customer acquisition. Personalized ads such as those offered through social media platforms like Facebook and Instagram offer a solution to these challenges through boosting the efficiency and reach of tech recyclers such as myself.


Personalized ads are precise, which can make a world of difference for small business owners. For my business, this means reaching individuals and businesses in the Wilmington Tri-State (DE, PA, MD, NJ) area that are in need of refurbished technology. The ability to analyze data on user behavior can avail me of potential customers that need devices. This targeted approach ensures that my time spent on the marketing side of small business ownership is optimized. Plus, trust is a critical component in my industry. First, sellers need to feel confident that their old devices will be handled in a responsible manner. Second, buyers need assurance that their purchase is as close to new as possible. Personalized ads can help build this trust by consistently delivering messages that reinforce my commitment to data security as well as my attention to detail. As you may have seen, personalized ads can convey testimonials from satisfied customers, or details about the processes I go through to ensure quality of product.  By maintaining a consistent presence through personalized ads, I am able to foster long-term relationships with customers.

For small businesses, optimizing marketing spend is essential. Personalized ads allow for a more efficient allocation of my marketing budget by focusing resources on more promising leads. Rather than casting a wide net and hoping for the best, personalized ads allow me to use data to pursue marketing angles that will yield the highest return on investment. Plus, the tech industry is dynamic, with trends and consumer preferences constantly evolving. Personalized ads enable recyclers such as me to stay ahead of the curve by providing instant feedback as to what potential customers are looking for. This information allows me to adapt my services and marketing strategies to better meet the needs of my target audience, ensuring that my business remains relevant and competitive in the market.

In conclusion, personalized ads offer a litany of benefits for my small business, from enhanced targeting and increased engagement to optimized marketing spend and improved customer loyalty. By leveraging the power of personalization, I can connect with my target audience and drive the growth of my business. As the world continues to confront the challenges of e-waste, I am happy to play a critical role that is only bolstered by the utility of personalized ads.

Founder Managing Director Markevis Gideon of NERDiTNOW in Wilmington

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