This New Year’s consumers should resolve to stop whining about privacy. They can’t have it both ways. They can’t whine about being hammered with irrelevant ads and then suggest they’re worried about their privacy. the kind of custom content and tailoring that consumers seem to love — Amazon’s related items you might like, Spotify’s suggested music playlist and Netflix’s recommended queue — simply don’t happen without access to a consumer’s preferences, age and local demographics. And, let’s be real. Direct marketers have been tracking you for years.
Remember when as a kid you joined Baskin Robbins’ birthday club and they sent you a coupon for a free ice cream on your birthday? How about the time you moved to your new home and suddenly your mailbox was jammed with discounted offers from insurance companies and furniture retailers? Was that so bad?
Long before the internet, marketers have piloted personalization efforts at consumers’ key life stages, when spending behavior is elevated or about to become elevated and there is clear information that points to a unique set of information needs. Such circumstances provide the opportune moments for a brand to rise to the occasion create a long-term relationship and reap greater rewards. It’s the difference between becoming a brand that’s handy and a brand that can be relied on during an emotional moment in consumers’ lives.
Source:: AdAge – Digital