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One of the most intriguing topics to me with marketing today is the introduction of advanced technology like

that mentioned in this week’s podcast. The reason for this intrigue is because now more than ever, companies

are able to obtain consumer data that is so personalized it allows for the potential to create an even better

customer experience. PR Newswire released an article last year in which they discuss how personalized

marketing allows for a better online and mobile experience, and a comment from Karen Fichuk explains it best in

stating, “This should have a big impact on retail customer acquisition and retention efforts – effectively increasing

lifetime value with the best data, technology and analytics available.” (2017)

When considering this thought around companies using technology to leverage consumer behaviors for their

advantage it is important to note that consumers may feel like they are losing their purchasing freedom and

privacy. From one perspective it could be viewed this way as companies now have access to data that tells them,

in many cases, more about you than you may know about yourself. This is because the data is obtained from

historical purchases, websites visited, and sometimes social media. In a study from the Marketing Letters, the

authors explain that, “personalized services represent a double-edged sword.” (2016) Like mentioned above,

consumers feel that while the personalized marketing creates a unique buying experience, it does give a sense of

lost privacy. The authors further explain one way to navigate this is by allowing the consumers to control their

personal information, which will allow companies to soften the delivery of the personalized marketing.

While I agree with what the authors had to say along with some of the recent news around Cambridge

” “

support an opinion October 23, 2019 at 10:37 am.
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