You’re still failing at personalisation
Personalisation is considered by many to be the marketing gold standard, so why are so many still failing to get it right? As Venntifact’s Damon Etherington explains, there are still too many chefs in the martech kitchen.
I’ve long been a champion of personalisation, helping brands harness the power of data to build relevant experiences and connections at scale. But the ugly truth is that most brands, even self-proclaimed leaders in digital, are failing.
And look, I get it – achieving true personalisation at scale has become increasingly difficult.
Brands are failing at personalisation
Gone are the days when a brand can claim success by personalising a single website or app. The reality is that the modern customer experience spans a huge number of touchpoints underpinned by many platforms, vendors and datasets. The customer expects the experience to be seamless, compelling and relevant, while, under the surface, the business must juggle complex, siloed systems and data.
Yes, when I deal with a bank / airline / hotel / utility / retailer /etc they should know if I’m an existing / prior customer, and not ask me again (and again) for details or preferences that I’ve already supplied.
But once ‘personalisation’ – aka highly targeted advertising based on people’s personal data – has become the subject of a Marketoonist cartoon (www.marketingweek.com/marketoonist-40-years-marketing/), you may want to give pause before heading too far down that rabbit-hole.
What a load of martech mumbo jumbo
Don’t talk to me like a person if that’s all you have to say
I’d rather you know me as a cookie thanks