What if...people didn’t really want to have control over their decisions?

26 April 2020Download PDF

Robert PepperStrategy Partner

robert@pslondon.co.uk020 7375 6450

We’ve come a long way in personalised marketing since Amazon first introduced their ‘you may also like’ approach to digital till-point purchases.

The past few years have seen a shift towards bespoke and tailored communications in sectors from retail to health and everything in-between. Spotify’s AI driven Discover Weekly personalised playlist attracted 40 million users in its first year. The beauty industry is adapting to individuals by launching services that colour match your makeup to your specific skin tone. We’re also seeing numerous personalised health-check services such as Ada and GP In Your Pocket grow in popularity as people desire more control over their own wellbeing.

And the individual approach is something that people are willing to invest in. A survey by Deloitte revealed a fifth of British consumers are willing to pay a 20% premium for personalised goods, and Accenture Strategy’s global survey reported 40% of Americans would give up their data to receive a personalised experience.

40% of Americans would give up their data to receive a personalised experience.Accenture Strategy Global Survey

There is something of a conflict here. We want to be individual, and feel that the choices we are making are unique to us. But the saturation of information we’re exposed to on a day-to-day basis means we’re far more likely to opt for something that doesn’t present alternatives. Our natural cynicism also plays a part though, we are inclined to mistrust bigger organisations. So once again, having a clear, authentic brand purpose comes into play.

As a company, having clarity around your brand purpose means half the work in developing this individual connection is already done. Your brand communications are working to outwardly express your values, attracting audiences with shared values. This pool of contacts then already trust you to be of a similar mind-frame, and are therefore open to the advice and purchase suggestions you are presenting to them.

This is taken a step further by brands making good use of the developments in AI. They are reaping the benefits of using data to make consumers feel they’ve taken the time to understand them as an individual, done the hard work for them and already come up with the best option.

As consumers we say outwardly that we want personal control, but much of our behaviour suggests we’re actually happier when someone is calling the shots for us. And we’ll trust you because you share our values.

It’s my decision, so tell me what to do

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