Debunking the Myth – Personalisation in Digital Marketing is creepy!

By Ben Farrington 07/10/2024

Why Personalisation in Digital Marketing Isn’t Creepy

Alright, let’s talk about something that’s been buzzing around for ages – the idea that personalisation in digital marketing is “creepy.” You know what I’m talking about, right? Those times when you see an ad pop up for something you were just thinking about, and it feels like the internet is reading your mind. I get it. It can feel a bit… weird. But, honestly, when it’s done right, personalisation is far from creepy – it’s actually really useful!

Let me break down why.

It Makes Things Relevant

Think about it. When you’re browsing online, the last thing you want is to be bombarded with irrelevant ads or content that has nothing to do with what you need. I’ve lost count of how many times I’ve seen ads for random stuff I’d never buy (honestly, why am I getting ads for tractors?!).

But with personalisation, the focus is on what you actually care about. For example, if I’m constantly browsing for trainers, and then I get a discount code for the exact pair I had my eye on? That’s not creepy – that’s just good timing. It saves me time, and I actually appreciate the nudge. No one’s trying to spy on me; they’re just making sure I see stuff that’s useful.

People Actually Want It

Here’s the thing: people like personalised experiences! I mean, who doesn’t want brands to recognise what they like and tailor recommendations that actually make sense? In fact, studies show that 91% of us are more likely to shop with brands that give us relevant offers. I’m not surprised. It feels like the brand gets me, and honestly, it’s a lot less frustrating than wading through a bunch of irrelevant offers.

A great example is Netflix. Their personalised recommendations aren’t creepy; they’re spot-on. It’s almost like they know my taste better than I do! Instead of wasting hours scrolling, I get to jump straight into a show I’ll probably enjoy. And you can bet I’m sticking around longer because of that.

Transparency is Key

Now, I totally get why some people feel a bit weird about personalisation. The problem comes when you don’t know how your data is being used, and that’s when it can feel a bit invasive. But here’s the good news: when brands are transparent about what they’re doing with your info, it stops feeling creepy.

Most of us are happy to share a bit of info as long as we’re in the loop. For example, if a brand tells me they’re collecting my browsing data to make my experience better – and they give me the choice to opt in or out – I’m cool with that. It’s all about having that control. It’s not like someone’s hiding in the bushes, watching my every move. They’re just using my data to help, and I get to decide if I want that or not.

It Builds Trust

Finally, personalisation actually helps build trust between brands and consumers. When it’s done thoughtfully, it shows that the brand is paying attention to what I need, and they’re not just trying to sell me random junk. I love when a brand sends me a reminder about something I left in my basket – that’s not them being creepy, that’s them being helpful!

Over time, this kind of personal attention builds loyalty. If I feel like a brand actually cares about my preferences, I’m way more likely to stick around and recommend them to others. It’s a win-win.

So, Is Personalisation Creepy? Nah.

At the end of the day, personalisation in digital marketing isn’t creepy if it’s done right. It’s all about making things easier and more relevant for us as consumers, not snooping around our lives. As long as it’s transparent, useful, and respectful, I say bring on the personalisation – I’m all for it!

Let’s stop the myth-busting and embrace marketing that works for everyone. 😊