Topic: Customer Experience
“The consumer isn’t a moron – she’s your wife.” – David Ogilvy, 1963
When advertising pioneer David Ogilvy made this now-famous remark, the relationship between companies and consumers was in the midst of a revolution. Specifically, the relationship was the revolution – the idea that personalized and powerful bonds connected people and the businesses that served them.
In just a few short decades, mass media channels, industrialized production processes, disposable income and advances in transportation had changed everything. Instead of buying what they needed from what was available nearby, American consumers began purchasing what they wanted from whomever they chose. As a result, brands took shape and began speaking directly to consumers, initiating relationships and competing for sales.
What Ogilvy could not have known in 1963 was how fast that dynamic would keep changing. The rise of the Internet and the perpetually connected world it created has changed the dynamic yet again – the relationship between consumer and company is now a true two-way conversation. No longer the passive recipients of mass market, interruption advertising, consumers demand personalized messages that are specific to their preferences, needs, and circumstances. Forrester found that nearly 65% of people opt out of receiving emails because the content either isn’t timely to their needs or they don’t consider it relevant.
What are you doing in your consumer outreach efforts to personalize communications?