I recently heard a talk by Stephen Forbes with the mega long title Director, Enterprise Services Marketing and Strategy, at Microsoft. He spoke about the future of marketing productivity. What I liked in his talk was his transparent approach to personalized marketing, with the key message of bringing real value and being honest.
Companies are perceived to take more data than consumers give, to be used for their benefit. I think many times the attitude is: “how do we get people to share their email addresses so that we can send them whatever we want, when we want” instead of “how can we support this person in his/her everyday life and decision making by offering tailored content at the right time?”.
Eliminate barriers for sharing
Focus on personal benefits!
- Ashievement (Helps me feel accomplished and makes me look good)
Data: activity, preferences. Immediate benefit: ex loyalty points. Long term value: supports goals
- Order. (Help me feel organized/prioritize – free up time)
Data: Location, purchasing history, preferences. Immediate benefit: In-store navigation, easy check out. Long term value: enhanced recommendations
- Discovery (Makes me feel connected to the world around me & helps me be spontaneous) Data: photo, social profile. Immediate Benefit: personalization. Long term Value: new ideas based on people like me, personalized suggestions.