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?”. Continue Reading →