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Personalization can improve conversions and ROI, but some marketing efforts fail when personalization crosses the line to intrusive – or even creepy.

Crossing the line can occur when marketers rely too much on marketing-automation technology and machines to send large campaigns with only cursory personalization efforts that lack the nuance of context.

Fortunately, today’s technology allows marketers to achieve personalization at scale through analytics and data. Data enables the marketer to uncover more meaningful insights about their customers and to automate decisions and content distribution based on individual responses to previous efforts and contact points.

Despite the advancements in automation, however, no campaign can run itself. Campaigns need to be thoughtfully planned, implemented and measured in order to achieve personalization at larger scales and avoid what Harvard Business Review calls the “uncanny valley,” or “the deep unease people feel when a robot or computer-generated human facsimile nearly succeeds in passing itself off as the real deal.”

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