Hyper-personalisation is often considered the ‘holy grail’ of consumer experiences. It’s convenient, it’s targeted and in an ideal world it’s exactly what the consumer needs. But three quarters of consumers find at least some personalised marketing “somewhat creepy”.
On both sides of the Atlantic, attitudes towards data, privacy and personalisation are shifting. In the US, 57% of consumers say they’re now more concerned about data and privacy than they were a year ago. And 68% would like to see the US adopt a strict data-privacy law, similar to Europe’s General Data Protection Regulation (GDPR). In Europe itself, research by the Open Data Institute found that as little as 2% of consumers trust advertisers with their personal data.
Full article: The Pitfalls of Personalisation