3 cose da capire prima di personalizzare

AICEX: Si fa presto a dire personalizzazione, ma alcune regole vanno seguite. La personalizzazione è strategia, non tattica. E’ necessaria un’adeguata gestione dei dati. Dobbiamo considerare il contesto nel quale opera il cliente. Un interessante articolo pubblicato da Econsultancy.

When we talk about personalisation we envisage delivering tailored, relevant communications to the right customer at the right time to provide a richer experience. In reality, many companies are still some way off from delivering on this.

The challenge for companies is that consumers have come to expect a more personalised experience from the companies they engage with. Brands such as Amazon, Netflix and Spotify, in particular, have raised the bar by delivering personalised experiences and recommendations to their customers, increasing customer expectations and putting pressure on other companies to do the same.

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La “personalizzazione” fa sempre bene ?

AICEX : La Personalizzazione ci fa bene come consumatori e clienti ma ci  fa meno bene come cittadini. Abbiate pazienza ma dovete leggere sino alla fine per capirlo :- )

Increasingly, we are surrounded by personalization – retail stores offering special deals based on your shopping history, Web sites serving up news based on what you’ve clicked on in the past, and marketers selecting the right message for you based on where you live, what else you own, and what you’ve actually bought (or not bought) before.

As one of the very first proponents of personalized marketing, I should be extremely pleased with myself. Just the other day, a news editor emailed me to say “Countless people have said to me in the past month alone, ‘Now is the time for true one-to-one marketing [and at scale]. Now we have the technology to make this a reality.’”

There are many benefits to personalization.

You can get individually customized products, from blue jeans or running shoes to bicycles or cars. You can order custom-printed M&Ms and custom-labeled bottled water. And because companies remember your data and preferences, you don’t have to tell an online store where you live and what your credit card details are every time you buy from them, nor do you need ten minutes to complete a new form or contract every time you book a hotel room or rent a car.

But customization does have a downside, too.

Continue reading “La “personalizzazione” fa sempre bene ?”