With all the data you have on your target audience, it’s easy to personalize your story on an individual level, just right for the time of day, location, device, where they just came from, their buying habits, their friends’ preferences—and it can be downright creepy, too. Scary examples abound, in modern horror flicks and everyday Facebook tricks. So, how do you keep your story on target, and what content types, frequency and editorial style work, without going too far?
In this session, you’ll see examples from several brands that walk the line and hear how customers reacted when they’ve gone too far. Then, you’ll leave with ideas of how to enrich the customer experience with a positive association of anticipatory service, rather than an invasion of privacy.
Presented at Content Marketing World 2012, Columbus; #CMWorld, September 6, 2012.
5. @mbloomstein #cmworld
Content strategy: planning for the creation,
aggregation, governance, and expiration of
useful, usable, and brand-appropriate content
in an experience.
29. @mbloomstein #cmworld
“…shows you information you regularly
search for or could be relevant to you because
of your current location, including weather,
nearby restaurants, schedules for the next bus
station, how long it’s going to take you to
drive home and currency information if it
finds you are in a different country.
30. @mbloomstein #cmworld
This is one of the few Google services that
reveals how much the company really knows
about you.
31. @mbloomstein #cmworld
The reason it doesn’t quite feel like that yet is
because of the limitations of the service.
There is so much more Google could do with
this service, but it feels as if Google
deliberately kept some features back for the
time being to ensure that users can get used
to how it works before adding more tools.