I like your new style which is fun and easy to read.
My takeaway from your article is that genuinity it is the key in any area of business. When I had first received a personalised letter from my phone company I felt special but then the magic disappeared, because I soon realised that it was not special at all. This is similar to the google’s personalised advertising. Initially I thought it was great, but then felt frustrated by the computer generated ads, relevant to my navigation profile, appearing on every page I would visit.
]]>Dear Alireza
Thanks for your comment.
Regards
Julian
Hi James
Thanks for your comment.
If marketing managers just sat on the other side of the table they might see fake personalisation for what it is – a fake representation of their brand.
Regards
Julian
An interesting piece. “Fake personalisation” Is an area that really gets my goat.
I received an e-mail the other day that started “Dear James (If I may),…”. No you may not! Especially since you are a database and not even a real person!
The e-mail was clearly generic and this nod to personalisation just made it worse. It immediately made me lose my trust in the company (who I’ve done business with before) and ignore what came subsequently in the post.
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