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Call it Personalization or tailor-made, it is one and the same thing. It has often remained the buzzword in the world of digital marketing. Every marketing guru urges people to rely on it for connecting with their target audience and for addressing each and every individual’s specific requirements. With the reasonable advice coming from the social media giant that state that using the increased personalization can actually give negative impacts over the campaign performance claims their recent reports. Further, Facebook was seen explaining this, which is jotted down as under:
With a common belief of using personalization only to get connected with each consumer, but the brands doing the same can end up not getting their most desirable impact on their target audience. It further added that there are several brands that seem to have created huge success in carrying out successful businesses over decades on the back of mass marketing now seems to have stopped using the extreme personalization for small niches of consumers as they were seen getting disappointing returns. While concluding the same the company said the Industry buzzwords like “1:1 marketing” are seen contributing to the assumption, which will carry all brands that remain far from the truth.
Taking a dig at Facebook’s personalization spectrum, we can see Facebook coming out with the buzz around personalization, while in reality the product is not reaching further to the target audience. There are so many brands with products that remain with several core benefits and one has to need a wide range of varying core messages over the different segments found within their brand’s target that are seen rising over the personalization game. Facebook is seen advising the businesses that tend to study the extent to which personalization is seen turning relevant over their offerings.
However, once again has put yet another caution for its users around the excessive use of certain segmentations. It said that while planning for your segments one can link back to the overall brand growth strategy to a great extent. For instance, if you see the brands required to drive the higher relevance with the urban youth, getting the separate segment with the unique messaging is certainly going to benefit the brand in a big way. But purely the passion point is coming with no clear business linked hypothesis that tends to remain counterproductive. So personalizations, like checking the gender, lifestyle and offering the nuanced personalization in terms of volumes, styles, colors, and heel height, can make all the difference but not anymore.