Has Personalisation Marketing Become TOO Creepy?Opinion
12 months ago by luis
Let’s get personal.
That’s been the battle cry of many a digital marketer over the last few years. The explosion of big data has allowed businesses of all sizes to get a real understanding of their current customer base. And they need only turn to the likes of Google and Facebook – who between them account for around 60% of all mobile advertising – to hyper-target the potential clientele that lay outside of their business systems. The deep knowledge of customers both current and potential has allowed for incredible levels of personalisation in marketing materials.
But how much personalisation is too much? Have we reached a tipping point where custom marketing feels almost creepy?
To get an understanding of what the current state of marketing personalisation is, and perhaps where it should be heading, we spoke to Ben Fettes, Managing Partner & Head of Strategy at The Lumery, and Blair Cooke, Managing Director of Amicus Digital; two experts who find themselves tussling with this challenge as we speak.
From Personal to Universal and Back Again
For the longest time, the customer experience was a truly personal one. These were the days before multinationals, chain stores and mass marketing.
“I would walk into my local store, they would know my name and what I would likely want to buy” describes Cooke. “The store had a personal relationship with me.”
Then came globalisation, and with it the need to efficiently manage a huge number of client relationships and market to broad swathes of the population. For many organisations the marketing onus – intentionally or not – went from quality to quantity. But big data has quickly swung the pendulum back from mass marketing to a very 1:1 advertising experience.
“I believe for many of our purchases we have an innate need for this [more personal] relationship”, continues Cooke. “Now we have access to technology that allows brands to reestablish this relationship with us, and we are demanding that they do.”
Consumers aren’t asking for anything new – they’re just looking to get back to the warm and personal ‘corner shop’ style interaction. But one thing that has changed is the way that such an interaction is delivered, and adapting to this new personalised world has proved a challenge for many a modern day marketer.