As technology, particularly AI, has advanced, the focus on personalized marketing has intensified. However, the author questions whether we've reached 'peak personalization.' There's concern that rather than creating relevant experiences, hyper-targeting leads to ineffective spam. Genuine efforts by brands to tailor experiences, seen with companies like Uniqlo or Starbucks, are appreciated, but often the execution of hyper-personalized marketing falls short. The article suggests that if consumers feel overwhelmed by irrelevant messages, it questions the effectiveness of current strategies in capturing consumer interest.
Hyper-targeting a consumer doesn't make a brand relevant. It just makes spam more specific.
What marketers think is improving their brand's relevance could be having the opposite effect.
Brands that make an authentic effort to personalize their product and customer experience to meet a customer's needs win our undying gratitude.
When marketers talk about hyper-personalization, this is seldom what they mean.
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