Media Mention: TechPageOne by Dell

I was interviewed a while back by a reporter for TechPageOne. She was trying to understand how companies could created automated personalization and keep it authentic. I countered her premise: I really believe that you shouldn’t automate personalization. You SHOULD automate anything that isn’t personalized. You should also build a great product that works for a lot of people. And you should build different products that appeal to different types of people (I refuse to use the word ‘segments’). But trying to create computer program that will create a unique product for every customer is usually a waste of time (at least until you have a lot of other stuff figured out).

Amazon has been doing this for longer than anyone. Today they recommended I buy a Microsoft Surface Tablet. They did this (I assume) because I bought Microsoft Surface Tablet about a month ago. This is a bad idea because:

  1. I bought the Tablet as a gift. I didn’t call it a gift when I checked out, but I can’t believe that’s uncommon
  2. I just bought a Microsoft Surface Tablet a month ago! Why would I want a second version of the same laptop a month later!?!

And these guys are the best in the world at this.

Don’t get caught trying to out-Amazon the stuff that Amazon isn’t even all that good at. Focus on getting your basics in order – like having a product that is good enough that it doesn’t need personalization to compete.

Here is an article excerpt:

“Before thinking about personalization, focus on making your audience’s experiences better,” says Edward Nevraumont, chief marketing officer at senior living advertisement company A Place for Mom.

This process begins with old-fashioned research. Nevraumont encourages marketing leaders to talk with their core customer segments to better understand what these audiences find valuable. This due diligence process can help businesses develop a personalization strategy without being invasive.

“A far better way to do personalization is to ask people what they want and then create a great experience to get them what they want, rather than guessing,” says Nevraumont.

Here is the link to read the full article: TechPageOne.Dell