Crossing the Line Creates Cross Customers
Just these two examples of consumer backlash have impacted the way we communicate with consumers and laws have been passed that we can’t get around. If we continue to serve “anonymized” ads to personal devices on apps that are personal, like my Solitaire game, are we setting ourselves up for more regulation — in addition to increased opt-outs for “permission” marketing from more angry, frustrated consumers who leave our brand to patronize one that doesn’t follow their every move?
As marketers, we have a big responsibility not to just do our jobs and fuel sales and lifetime value, but to consumers and our customers to preserve what matters most to them: anonymity, privacy and security.
Curious about your thoughts? Agree? Disagree? Please post your thoughts, suggestions and ideas for how we can continue to use the power of personalization, big data and automated marketing for the greater good? (The greater good for us and our happy, lifelong customers.)
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.