febrero 14, 2012, Mielina Digital
“Don’t talk to strangers†was the general advice that our parents and teachers gave us as children; probably they would have a nervous fit if they saw that while networking, we actually talk to a lot of strangers and that by using Facebook or Linkedin we share a lot of information that is private and personal; information that if a stranger or a possible recruiter asked us face to face it would make us worry; but otherwise we share it happily through a computer.
We don’t limit this to social networking, we share that information with the brands we use and like, for instance, when you buy a new laptop you are invited to fill an electronic registration card which not only register our equipment for anything concerning warranty and troubleshooting but also we provide important information about our address, contact data and even preferences.
Other sites, such as Amazon or Net a Porter keep historical data of their users, which allows them to recommend items based on their clients preferences, and such recommendations are very accurate.
Decades ago, Dell made a revolution by allowing computer users to build their personal computers in the way it was best for them; this set them apart from brands such as IBM which sold computers to which the user had to adapt; Dell changed the concept, offering personalized computers.
Personalization is a key world in modern market; post war industry based its success onto mass production and thereby it created products available for everyone, that was very good for the post war and cold war consumer; but for today’s consumer it doesn’t work anymore. Today’s consumers want to be unique, enjoy personalized services, handmade articles or exclusive items; not only that; today’s users want to be heard by their favorite brands and want to have a voice.
This new trend is called “adaptive marketing†and argues that, if a brand allows the consumer to have personalization, the consumer will be loyal and will become a brand advocate; another advantage is that a consumer is willing to pay a bit more, in order to receive a personalized service or item.
How far can go personalization and data sharing? Dutch airline KLM has created a service “Meet and Seat†which by introducing his Facebook or Linkedin profile, the user will be able to choose with whom to seat in a flight.
Adaptive Marketing is not just a new trend, it implies a change of mind and procedures; one of the main requirements is to open communication with customers; this means alto to be able to receive criticism, both positive and negative.
Data mining is another key of adaptive Marketing; months ago, Google created controversy with the announcement that their search algorithm would include social network’s personal data; there is no doubt that the new marketing trends will be up close and personal.
More on Adaptive Marketing
