Personalization Is Getting Too Personal

Personalized digital marketing is touted by experts as the best way for brands to establish deep connections with consumers.

Not so fast, Americans say. They see a fine line between communications that are personalized and those that are inauthentic or downright creepy. Unfortunately, businesses are in danger of crossing the line.

Virtually all consumers — 95% — are turned off by emails that greet them by name, and then include content that is irrelevant. They judge the senders as fake and trying too hard.

Personalization based on location tracking is unnerving to most people. The idea of store associates being able to greet them by name is creepy. In-store dynamic pricing based on individuals’ past purchases is also disliked. And, absolutely nobody is a fan of ads that follow them around the web long after the impulse to buy an item has passed.

Any type of personalization based on facial recognition is characterized as horrifying. Absolutely horrifying.

Shoppers do like personalized messages and tools that help them find exactly what they want. Recommendations based on their purchase history — delivered in store or online — are appreciated. Help navigating brick and mortar stores to locate what they are looking for is also well received.

What are the implications for your business?

• Are you personalizing your marketing in a way that is compelling and not creepy?

For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.

Sources: Marketing Profs 2015, RichRelevence 2015