Personalization has become one of the key elements that brands can use to deliver messages that better connect with consumers at a time when consumers are generally quite reluctant to receive messages from brands. Companies now have a wide range of tools and, above all, they have a huge amount of data that allows them to connect with consumers and understand what they want, what they are interested in and what they are looking for. Now customizing can go beyond starting emails with ‘Dear So and So’. Now brands can serve the exact message that each consumer wants to receive at the specific moment they want to see it. And this is, however, one of the elements that make this question dangerous.

Getting what is said right and offering the exact and concrete message that must be sent is Democratic Republic Of the Congo Email List very important. The consumer will feel a greater connection with it and will also receive the information in a much more efficient and effective way, because it will be something that really interests them. Amid all the noise you get every day, that content will directly appeal to your interests and intentions and connect directly with you.

But brands need to be careful because the border between what is interesting and what is simply unsettling is very delicate: consumers want messages from brands that interest them and are relevant but they do not want brands to know too much about them (or unless they prove it). In general, and as showed , consumers are very concerned about the information that companies accumulate about them and about their privacy, at least more than a few years ago. The general consumer sentiment of information and how companies accumulate it is negative: they feel that brands are going too far in their personalization efforts.

How to find the balance if in addition to everything a recent study by Accenture indicated that 56% of consumers are more inclined to use a service or a retailer that offers a personalized experience and is thus pushing brands on the path of hyper-personalization ? Perhaps the question is in really understanding what personalization is and what it is not and begin to see that the question is not in knowing everything by knowing but rather in looking at what one knows. Brands have to be like that observant friend who is able to analyze what you do and show that he is up to date, but that he is not 24 hours asking you questions.

“Hyperpersonalization is not about being disturbing and sitting outside the home of your consumers to follow each of their movements, but rather it is to pay detail to the information about your consumers when they interact with your business either online and offline,” he explains to  Anil Kaul, CEO of Absoludata. The key is, according to this expert, that what is done when personalizing really generates value for the consumer. That is to say, that use of information and that personalization of the content have to be for something and not simply a ‘personalization for personalization’.

Borders that should never be crossed

In fact, it could be said that there are certain borders that brands should never cross and that make the consumer’s reaction to what is in front of them directly negative. A  pointed out not long ago what those frontiers were that make the consumer simply worried about what the brand does.

One of the issues that seems most disturbing and that is, in fact, the one that wins the game of what should not be done is facial recognition. 74.6% of consumers consider that it is a disturbing technology and that is why brands use it in store to recognize consumers and tell the clerk about it, for example, does not convey ‘good vibes’. The same occurs with related advertising on the internet to induce the purchase that starts from the consumer’s age and sex information: 72.6% reject it. Brands also have to be careful with how their shop assistants act (they don’t like them knowing your name or preparing the fitting room before you’ve approached it) and how they use data mining (keeping prices smart generates resentment). And to all this we must add another issue, one that is also essential not only to comply with data protection laws but also to avoid generating a disturbing feeling. Companies must give clear tools to the consumer so that they are always clear about what happens to their data and to limit how it is used.

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