Creating emotional connections in an era of hyper-personalisation

Every customer is an individual; and therefore appreciates personalised service when interacting with a brand or business. Marketers know that personalisation is powerful. But, with personalisation being pushed into new realms by digital technology, it’s easy to take it too far. When this happens, marketers can alienate the very people they’re trying to connect with. Traditionally, marketers have segmented their audiences based on traits such as age, gender, location and job role, allowing them to tailor their messaging and engage customers on a more personal level. Now – personalisation has evolved beyond sending a generic email on a customer’s birthday or printing people’s names on soft drink cans. These techniques were a novelty at the time, but is this type of “mass personalisation” approach enough to build lasting customer relationships? Read more…