Let’s now consider personalisation for a moment. Thanks to digital tools and channels, brands can create messages tailored to their audiences. When this logic applies to marketing and advertising, you get your local Aldi in a YouTube pre-roll ad, your name on a bottle of Coke, ad banners with products you checked online the day before… But there is more to that. When you know that a growing trend
in Google searches is to look for things ‘near me’, it’s plausible to think that this will quickly become ‘for me’. Soon, brands will need to know their customers even better to offer them relevant solutions. This is an essential part of unburdening. A big task for brands will be to design their communication and service in a way that shapes a very personal, tailored relationship with the consumer that is not only product- and sales-driven. How can it look exactly? Read our report
to discover possible scenarios.
Of course, in life, you can’t have the cake and eat it too. So, what’s the trade-off for personalisation? Giving away data. With an increasing awareness about privacy and abuse thereof, consumers start focusing on the purpose of sharing their data. According to an Accenture report
, 83% of consumers will share their detailed data if they can get a personalised experience in exchange. The key here is to remain honest about how the brand uses the information.
Driving a meaningful conversation and designing language and experiences that foster truly personal, unburdening relationships is one of the most compelling challenges for the future of branding.