Hyper-segmentation, targeted and personalized marketing has taken over the world in recent times. We call it the “Segment of 1”. We have seen the extreme of it in case of the Cambridge Analytica situation, which crossed the line of ethics, whereas many marketers use the power of data to deliver the right content, at the right time to the right person in the right context to drive brand objectives.
Today we organized a #TwitterChat session between 4:00 PM – 5:00 PM (IST) on this subject, where we discussed the power of data, the power of “Segment of 1” and where should we draw the thin line between brilliance and ethics in terms of marketing.
We featured Jeevika Tyagi (@TyagiJeevika), CMO of Unifynd Technologies.
Let’s boost up our knowledge by revisiting this interesting session once again :
@indusnettech With the cookies and IP addresses, companies can adapt their communication to each person, without even knowing their names #DigitalSuccess
— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
Data Mining softwares are being used in processing large amounts of data into actionable intelligence to reach a level of custom contextual #marketing speaking directly to consumers based on their #traits #DigitalSuccess @indusnettech
— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
Brand is able to effectively provide messaging or a value proposition that resonates with the wants of the individual customer and at various stages of their brand/buying journey #DigitalSuccess
Example: We recently launched our project @NhanceGo @pmcc #Chennai #malls.— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
Example: We recently launched our project @NhanceGo @pmcc #Chennai #malls. We are using Hypersegmentation to identify customer traits and behaviours and then engaging with them. When you enter this mall on your birthday, our screen will wish you a Happy Birthday with your name.
— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
It does sound intrusive but is pleasant anyway, for most. some hyper-sensitive people might hate this though. So it is a conscious decision that the marketer has to take.
— Arun Agrawal (@ebizindia) April 3, 2018
https://twitter.com/abhishekrungta/status/981124880472014848
@TyagiJeevika After #CambridgeAnalytica people just realized the threat of data trails, the biggest threat is when 2 data providers combine together without the permission of the user, now with more personalization, the user can start developing trust concerns
— Aji TechShu (@AjiTechShu) April 3, 2018
#Politics always had dirty segmentation tactics on religion caste etc, in #Digital era they extended the dirty tricks, the scale amplified like any other thing but data is available, it is powerful, it is oil, refining it, use it run vehicles or burn people is users choice. https://t.co/eAzt9tFGI1
— Aji TechShu (@AjiTechShu) April 3, 2018
@indusnettech @abhishekrungta #DigitalSuccess i think people will be more careful on sharing data but marketers will find ways of reaching the right customers. https://t.co/42XHHSNQnf
— Shraddha Patil (@ShraddhaBPatil) April 3, 2018
https://twitter.com/abhishekrungta/status/981126424680529926
Creativity is a huge part of marketing, and using other businesses’ marketing messages just passes you off as being creatively bankrupt and fraudulent. Plagiarism of any kind should with punishable. #DigitalSuccess but also
— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
Already, Facebook, Youtube and other successful platforms have a prerequisite filtration on the content one uploads which is helping the Marketeers skip an internal step and take the risk #DigitalSuccess
— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
A5. There are codes of conduct and there can be more. However, we need to find a way out to reach the right customer with the right message. And nothing better than the segment of 1. The intent must be right though or else, we get caught soon enough.
— Arun Agrawal (@ebizindia) April 3, 2018
https://twitter.com/abhishekrungta/status/981126984523661312
It is wrong to assume that a person would like to be mentioned and recognised on any platform, one should have the choice to select #DigitalSuccess @indusnettech
— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
Again Data is crucial. When FB started retargeting options, companies would share their data with agencies to create their ads. No tracking was done for what happened to this data that companies took years to create within the agency. #DigitalSuccess One Motto: #Data is Sacred.
— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
As consumers? 80% Consumers are willing share personal data like DOB, Address with companies when they receive special offers or data enabled benefits. I think the real question is what will this brand get me in return. Example: #DigitalSuccess
— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
Example: How would you effectively use a platform like @Mint without sharing data. Their suggestive spend engine is going to fail without you linking your #bank accounts. #DigitalSuccess
— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
@abhishekrungta @indusnettech #DigitalSuccess no brand can be trusted for data. The important thing is what do they do with data. I shared my no yest with one clothing store and today they added me to WhatsApp group. That's annoying https://t.co/2HIPUCfuWt
— Shraddha Patil (@ShraddhaBPatil) April 3, 2018
Once majority of content on FB was UGC and now its no longer true.
Its exciting to note what companies like @Steemit are doing. #DigitalSuccess …— Jeevika Tyagi (@TyagiJeevika) April 3, 2018
Indeed, an insightful discussion where we got some brilliant knowledge on “Segment of 1” marketing phenomena.
Stay with us, we will bring to you more such power-packed sessions in the future.
