Target mass marketing was develop by direct mail businesses in the 1960s and 1970s to enable customers. To be segment by age, geography, or income. Today, thanks to the internet, social m ia, and our always-connect society, there is more information about. Who we are and what we do than ever before. All of this extremely rich data can be us by organizations to provide us with products, services. And marketing specifically tailor to our increasingly individual ne s. This is the age of mass personalization.
How personalization has evolv
Online, data-driven mass personalization began by determining the geographic location of users bas on their. IP address and directing them to a landing page that serv their specific region. As the variety and austria phone number library amount of data collect increas , so did the granularity with which customers could be segment by age. Interests, occupation, or a host of other factors. This meant that the profile of each customer became increasingly personaliz.
As we consumers become resilient, and even resentful, of ill-target mass communications. That try to sell us things we don’t want or ne , the desire for personalization in marketing becomes even more important.
That said, there are various drawbacks and challenges to consider. Here are five of the most common mass personalization mistakes and how to avoid them.
1. Scare off your customers with overly personal marketing messages
Just as poorly target marketing can put customers off, communications that are too personal or familiar can come off as creepy in their personal approach. It’s one thing to say to your customers, “Hey, we notic you like X and Y, so we thought you might like Z.” But it’s another to tell them you know they’re pregnant bas on their shopping habits or even make your stories more engaging tell their family members — as Target did with a teenage customer a few years ago. In other words, you want your customers to know that you value and notice them, and that you can meet their ne s as individuals, but not in a “Big Brother is watching you” way. It’s not always easy to strike that balance, so if you’re not sure if something crosses the line, ask yourself how you would feel if you receiv a message like that.
2. Not taking data privacy seriously
This goes hand in hand with the first point, because not scaring off customers requires proving to them. That you can trust their data and won’t abuse what you know about them. Balancing consumers’ desire for personaliz marketing, products, and services with the public’s continu distrust of large-scale data collection is certainly. A challenge, but I believe that public adb directory confidence will grow now that regulators are starting to take data privacy seriously. (Inde , large fines are now a reality in many jurisdictions. For companies that misuse data, collect it without consent, or fail to adequately protect it.)
For organizations, taking data privacy seriously involves:
Explain to customers what data is being collect and how it will be us
Provide privacy-conscious individuals with the opportunity to opt-out of data capture and use your product/service anonymously
· Regularly review the data capture methods us and how their details are communicat to customers.