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Marketers 'should use business intelligence carefully'
Marketing News |
09/02/2010
Marketing professionals should exercise care when using business intelligence to target individual consumers, it has been claimed.
Web retail expert Jeanne Jennings said that while information of consumer habits can be used to tailor marketing materials to specific customer needs, there is a danger that businesses can scare people off.
She said that while hyper-personalised marketing can be valuable, some shoppers may feel as if they are being watched or spied upon as businesses try to be too specific about their activities.
Writing for ClickZ, she stated: "If you tell me in an email that you know I was looking at dresses on your site yesterday, and that you know I didn't buy, that starts getting a bit creepy.
"There's a fine line between using what we know to market effectively and turning people off. You have to know your audience and use your best judgment."
Alexandra English recently told Fresh Business Thinking that firms risk suffering a customer backlash if they do not get their email targeting strategies right.
Posted by Stephen Wilkinson
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