The new “expectation economy” is consumer-led and data driven. Customers these days demand as much of a personalised service from digital suppliers as they used to from the corner shop. But they also now expect to be able to control it.
Companies not offering personalised digital experiences are missing out, but those adopting too much of a Big Brother pose risk alienating consumers. It’s a fine line and one that businesses are treading carefully.
Scott Symonds, managing director of media at ideas and innovation agency AKQA, says: “I think of personalisation as respecting the relationship we have with the consumer by recognising and honouring the level of investment they have made to our client brands. The attractive by-product of creating more relevant and respectful marketing moments is that it qualitatively builds brand consideration and enhances the business/revenue return on investment from a performance perspective.”