Had an interesting discussion this morning with a client about whether personalization on the mobile front is "too scary" for consumers.
The fact is, in the real world, we benefit from personalization on a daily basis in nearly every interaction channel.
When we buy Pampers, for example, we get Huggies coupons at check out; when we shop on Amazon, we find out what other books we might like; when we subscribe to a magazine, suddenly we get a raft of eerily related direct mail.
This trend toward personalization represents a yearning for a forgotten time when you might have had a relationship with the hardware store owner or bank teller, who would get to know you, earn your trust and find ways to serve your needs better with new product suggestions.
Now I, for one, am of an age that makes me prefer an ATM to a teller, and subsequent generations are going to be even more data-driven rather than people-driven given the technical environment they’ve experienced during their lifetimes.
This shift in consciousness will create even more opportunities for brands to offer data-driven personalization on line, on phones, in stores, on TV and movie screens, and even in more sophisticated print media.
In the end, it all comes down to building trust and delivering value. Once I’m interacting with and spending money on a brand or in a store, why would I object to getting more, paying less, or discovering great deals that really are perfect for me? If it's done in a subtle, helpful, appealing way, most of us enjoy the recognition and budget relief.
Personalization is already becoming an integral part of building and maintaining consumer trust, and will become table stakes for achieving brand preference. -- Tania Mulry | Ipsh
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