It’s considered on of the greatest opportunities of advertising today. Recent studies show that users demand it and companies and brands consider it one of their beautiful girls. I’m talking about Personalization, one of the 4 new P’s of marketing and almost the new mantra of communication and advertising, but do we really want a true personalization? Do we know what that means?
Every day we create so much information that it would take us many years in order to consume it, consider the amount of videos that are shared, tweets sent, photos, articles in blogs, websites … and also in clicks, downloads, subscriptions, emails, online shopping … a lot. Internet gives us a great sea of opportunities because a lot of that information is related directly with users, it shows us how they are, how they navigate, how they buy, what they like, what they need, etc.
Compared to few years ago, where strategies were delineating according to the needs and motivations of companies (Segmentation), now is possible to go further and make it according to the needs and motivations of customers (Personalization). The opportunities are many, but be well aware that there are problems and contradictions.
Recent studies indicate that users want more personalized services (80%), but also come with some reluctance that companies want to get many data from them (93%). Here we have the first problem, but not the only one because today still unknow how companies know things about us, we are not aware of the data we provide and that companies are using. Surely I’m not the only one who has heard this, and how do they know X and I’ve been there and I bought this? We don’t want companies to know many things about us, but still want a personalized treatment. Is it not then Personalization a utopia?
Personalization involves knowing very well the user, but it seems we’re conscious of it becasuse the limits between personalization and privacy are not clear.
Obviously, the use of personal data is an invasive practice (and may even be a crime) but there are other practices that are being made today to achieve such long-awaited customization and, instead, users seems like a complete intrusion according Capgemini Consulting’s study:
- Monitoring traffic in store
- Facial recognition technology.
- Advertising based in age and gender.
- Display prices that are tailored just to you.
The future is knowing the best data to use
Not all data are an opportunity , and that’s the key . If companies and brands want to offer specialized services, they should focus on the data that really add value to the users. It’s not easy but it may help the be honest and transparent, tell users what data the will take and why.
Some good practices according to users are :
- Scan a product on mobile device to see reviews and recommendations for other items you micght like.
- Interactive map thnat show exactly where items are located.
- Promotions and coupons to pop up on your mobile device as you are shopping.
¿Estás de acuerdo? ¿Hay alguna táctica que te parezca más efectiva y que no sientas como intrusiva?
Do you agree? Is there any tactic that seems more effective and no intrusive?