Estamos sem dúvida vivendo na era da experiência personalizada de marketing. Segundo o Relatório Anual do Engajamento do Cliente de 2023, desenvolvido pela Twilio, 66% of customers say they would stop using a service that does not offer personalization. AND 21% of those are willing to spend 21% extra to enjoy this type of experience.
The Importance of Personalization in Marketing
Personalization is no longer just a differentiator, but a necessity for companies that want to keep their customers engaged and satisfied. However, the challenge lies in how to offer this experience without violating privacy and data security policies.
An emblematic example of this personalization is the Spotify application. With millions of users around the world, Spotify uses a highly targeted approach. That is, providing each user with an individual recap of their music history, favorite artists and consumption time. This information is made available in a transparent manner. In other words, allowing users to share their preferences on their social networks.
Privacy and Transparency: Pillars of Personalization
It is crucial to highlight that, to offer a personalized experience, companies must prioritize privacy and transparency. In the case of Spotify, the company stores and uses user data in a secure and structured way, ensuring that each individual is aware of the use of their information.
Transparency is the keyword here. By clearly defining the purpose of data use and ensuring user consent, companies can avoid excessive information collection and, consequently, reduce risks related to data security.
Good Practices and Examples to Follow
O caso do Spotify demonstra que é possível utilizar os dados dos clientes para aprimorar as estratégias de marketing sem comprometer a privacidade. No entanto, muitas empresas ainda enfrentam desafios nesse aspecto.
In the pharmaceutical and retail sector, some establishments are being criticized for excessively collecting customer information, often without the holders' clear consent. Supervision by the National Data Protection Authority (ANPD) has played a fundamental role in ensuring compliance with privacy and data security laws.
Investment and Commitment
Regardless of the segment of activity, operating with a high volume of data requires significant investments in technological infrastructure, cybersecurity and data management. Companies must have specialized professionals who can guarantee the security and integrity of data, preventing incidents of leakage or privacy violations.
The Future of Personalization in Marketing
Offering a personalized experience to customers will continue to be a challenge in the coming years. However, with the right practices and a commitment to privacy and transparency, companies can reap the rewards of this approach, keeping their customers happy and loyal.
Por fim, seja qual for o tamanho da empresa ou o setor de atuação, a personalização no marketing é uma estratégia essencial para se destacar em um mercado cada vez mais competitivo. Dessa forma, ao priorizar a privacidade dos dados e adotar boas práticas de segurança cibernética, as empresas podem oferecer uma experiência diferenciada aos seus clientes, sem comprometer sua integridade.
With information @ Marketing World
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