Three times that Personalised Automated Marketing ruined my life
OK I’ll 'fess up right away – automated marketing hasn’t really ruined my life and a more accurate headline might see the last three words replaced with “left me feeling mildly peeved.”
But dramatic, attention-grabbing headlines are one of the tricks in the ever-expanding book that digital marketers have at our disposal. We can do it so we blimming well will.
This is also the approach that seems to have been taken with personalised, automated emails, alerts, text messages, display banners and everything else you can think of. We have the technology – the “marketing tech stack” thank you very much – and we can set it up to fire this stuff off while we are ACTUALLY ASLEEP so why on earth not?
Well, because sometimes the actual human person receiving this stuff might end up not actually liking it – or your business – very much.
To illustrate, here is a short three-act play where the dramatis personae are me and personalised, automated marketing (we’ll call her PAM for short).
Conversations with PAM
Act I - GAP: Don't call me baby
Me: *Opens laptop* I best get some summer outfits for my son now that it’s getting warm. GAP sometimes have some cute things. These romper suits are adorable. Oh wait, a Facebook notification. *Gets distracted*
PAM: Hello user! You like romper suit, yes? You want? It really suits you user! Perfect fit for you! Shop Now user!
Act II - Sykes Cottages: You already have my money
Me: I’m going to book a long weekend through Sykes Cottages. I’ve used them before and we found a very nice cottage. This place called The Stone Byre looks nice – I’m going to book it today. All done, it's booked.
PAM: Quick, a user is looking at a property. Send emails with links! Two in same day is fine! Wait a second...yesss! A payment! Here’s your receipt, user. PAM is victorious again.
A few weeks later:
Me: Ah, I’m looking forward to next weekend when we’ll stay in that cottage.
PAM: *Twitches awake* Hmm this user once looked at this property. Fire off more emails! Keep the tone jovial though mind!
The weekend of the holiday:
Me: At last, we’re setting off to The Stone Byre this morning. I best check the postcode for the sat nav… And we’re here, it’s very lovely and tranquil.
PAM: *Screeching* User has viewed property! Brush off the email cannons! Fire! Book it, book it, book it!
Pause.
*Breathless* How was your holiday user?
Act III - Netflix: Don’t pretend you don’t know me
Me: Take it all. Take all my viewing and browsing history and have the details for a couple of family members who are on my account too. See what I watch, on what device, when and for how long. See what I search for, what I rate and what I click on in your emails. See what I share with other people who I think should watch something too. See what I binge watch, what I download and what I save to My List.
You know me Netflix. You know what I love and what I can’t resist watching. You know me better than I know myself.
PAM: