Hasta La Creative!

Google’s new My Activity feature allows individuals to review all the data Google has about them from search to YouTube to maps. While anyone’s first reaction, especially an Android user, is likely to be awe, a second thought should quickly follow for marketers: My Activity will educate consumers about the wealth of data that brands can access, raising their expectations of the relevance and value they should get in return.

I’ve caught myself expecting more from the brands I patronize. While on a business trip, it irks me when Uber’s promotional message doesn’t realize I’ve already moved on from one destination to another, even after I’ve used the app in the new location. I get annoyed when my hotel company bombards me with vacation packages for a city I only visit for short weekday stays. All these companies have access to lots of data about me, and I expect an improved customer experience in return. I’m not alone. Consumers are more likely to buy from brands that are relevant and personalized to them.

The problem is that many marketers are so overwhelmed by the idea of creating personalized, relevant communications that they don’t attempt it, or they try to solve for it in painful ways, such as using dated consumer segments or awkwardly inserting consumer names into generic copy.

Continue reading at AdAge.com