Do you like excessive personalization?

Without doubt, it is so convenient to search interested product or service for many people. But actually, I don’t really like personalization because of following reasons.

1.     Privacy

Marketers have had many information regarding buying history and searching history by collecting data at their web site. It means, for company, they have a lot of obligation that they must properly control a lot of personal information; on the other hand, people entrust many information regardless of whether people know or not. If that data was leak by an incident, the company has the potential of losing trust with long histories, and, the customers may be subject to attack somehow.

2.     Losing an opportunity to learn something new

For instance, in Amazon, there are interested or related products for me in the past on the top page. But, it may limit the potential to know different kind of things.

I think there are other people who are thinking about this situation. In the near feature, I think the opinion of internet user will split down 2 type people; people who prefer personalization and others.

So, that’s why I think it is also important that marketer should care latter people. So what's a better system?

In my opinion, marketer can appeal to customer’s emotions, specifically the practice of “Risk-reversal” such as money back guarantee will be more prevalent among small and mid-sized company because they have no credit capability or less credit for customers compared with big company, so they need to appeal about their high quality or self-confidence by using “risk-reversal”. Consumers with less disposable income will need incentives, discounts and guarantees in order to change brand loyalty, try something new, or choose between many options. Removing the risk of paying for a bad experiences or a bad product with an initial free offering will attract new customers. I think this marketing method will get quite a few customers by eliminating the concern about risk and also, this method is substantially valid for e-commerce (tangible) and e-service (intangible) such as consultant, real estate agent because customer cannot usually touch products before buying, and also they cannot try service before receiving.