Personalization is becoming a buzzword in the marketing industry. As organizations gain greater access to data collection and marketing automation tools, they naturally turn towards hyper-targeted marketing strategies in an attempt to better connect with their customers.
For many marketers, this unparalleled access to customer information and targeting tools feels like the dawn of the golden age of marketing, but there are consumers on the other side of the exchange who are left feeling differently. Facebook’s move towards a “clear history” feature and encrypted messaging are a sign of the recent pushback the general public has shown towards personalized marketing.
Smarter HQ (a marketing automation platform that works with large national retail and travel brands) found that while 72% of consumers only engage with marketing messages tailored to their interests, 63% of consumers stop buying from brands whose personalization experiences appear to be creepy.