The Shadow of Cambridge Analytica
Make Personalization Useful
Make Personalization "Relationship-Appropriate"
Get Meaningful Permission for Personalization
These research findings point the way to the third important component of an effective personalization strategy. In a world where privacy concerns are heightened, meaningful permission is critical to successful personalized marketing. If the personalization research tells us anything, it tells us that most consumers and business buyers will welcome and value personalized content when it is helpful, authentic, and based on permission that is willingly and consciously given.
So, how can marketers gain this kind of permission? There are three key steps.
Use Personalization "Programs" - In most cases, personalization efforts should be organized into discrete programs, each of which is designed to provide a specific type of value to a specific type of customer or prospect. This approach leads marketers to focus on the purpose of personalized marketing from the recipient's perspective.
Invite Participation - Invite your customers and/or prospects to "subscribe" to personalized content on a program-by-program basis, and reassure them that subscribing to one program won't open the floodgates to other marketing communications.
Be Transparent - It's important to be "radically" transparent in your invitation about the details of the personalization program. The main objective of the invitation is to persuade customers or prospects to participate in the program. So it should include:
- Why the program will be useful and valuable for the recipient
- What personal information will be used, and how the information will be used
- How the personalized content will be delivered (format)
- How frequently the personalized content will be delivered
- The duration of the program
- A clear statement that the recipient has the option to "unsubscribe" at any time