It's a Thursday night. You're home, flipping through movie selections and considering watching one. Suddenly, you get a notification from your cable provider's app letting you know that a new romantic comedy, similar to the one you watched last week, is available. The app suggests that since you're at home tonight, you might as well check out the movie.
Do consumers think this highly personalized, location-based mobile targeting is adding value to their experience—or invading their privacy?
Mobile marketing trends have forced brands and retailers to walk the fine line of offering personalized content without being too invasive. After all, just having a mobile app is no longer acceptable for brands and retailers today. Apps must be sophisticated and provide additional value, or customers will never use them.
Many brands, however, have pushed the envelope of personalization to a point where it can begin to feel intrusive.
Personalized or Creepy?
The fine line between personalized and invasive content has been a challenge for marketers.
Consumers are complex.
They're constantly connected to their smartphones, which retailers and brands often see as a green light for mobile engagement. But consumers become frustrated when their personal data is used for mass marketing efforts. Though two shoppers may fall within the same segment based on demographic data or purchase history, they still have their own unique preferences.