Keep Your Personalized Marketing Transparent
Recently me and a few industry colleagues were interviewed by Zoomph, a social media marketing analytics and listening platform, for their blog post on the concept of personalized marketing which was titled, “When Does Marketing Get Too Personal?” by Allison Lee. I thought some excellent points were made by my fellow contributors:
“Data collection has become like a rodeo where the customer is a bull that marketers are trying to control.”
Maurice Hawkins, Redskins Tweet team
“Tracking or even stalking people without their knowledge or consent is where brands and others run into trouble.”
Karen Freberg, Social Media Professor, University of Louisville
“The beauty of digital is that you don’t have to guess what your audience is interested in.”
Joe Martin, Head of Social Analytics, Adobe
My two cents:
“For me, marketing doesn’t get too personal. I hear a lot of people say, ‘I’m happy to see things come up on Facebook (as an example) that target my interests specifically—that’s what I want to see.’ But for some people it’s creepy…a lot of people would have no problem replacing ‘personalized’ with the word ‘intrusive’ because that’s what it is to them. Even if it’s a positive thing, it’s still intruding on their newsfeed, Twitter feed, or their email inbox because they’re not asking for it. So for the business owner, it’s definitely a challenge to figure out how to address personalization. I would err more on the side of caution and be transparent about how you’re personalizing experiences for each customer.”
What are your thoughts on personalized marketing? Does it ever get TOO personal for your tastes, or do you appreciate the time and effort taken by some brands and companies to pay attention to what you are indicating that you like and want to see more of?
If you’d like to read the whole article, visit Zoomph’s blog here.