"Brand managers are under intense pressure to personalize their marketing efforts. McKinsey calls data activation and personalization the heartbeat of modern marketing.Um tema a merecer reflexão.
But there’s a big danger to personalization as well. When done right, it can give managers unprecedented access to buyers at the right places and times. But done wrong, it can do long-term damage to any business. It can even destroy a brand.
Brands must focus on what makes their customers alike — not on what makes them different."
Por um lado, Mongo a entranhar-se e a criar mais tribos. Por outro lado, a McKinsey trabalha para empresas grandes. Também recordo:
“Using data from 200 US companies, the authors identified a trade-off between the pursuit of higher market share and higher customer satisfaction, which itself is seen as an important driver of long-term profitability. The authors explain this through the heterogeneity of consumer preferences: the larger a company becomes, the harder it is for the company to meet consumer preferences.”Prefiro pensar que as marcas devem usar o seu ADN e assumi-lo, como critério para escolher os seus clientes e encontrar o meio-termo
Trechos retirados de "Don’t Let Marketing Personalization Kill Your Brand"