N is for 1984
We need to be as relevant as possible but not in such a way that scares consumers or feels like we are intruding. There is a fine line between being there for our audience and acting like big brother.
Personalisation is a key plank of any organisation’s CRM strategy – but to me CRM stands more for Contextual Relevance Marketing than anything else.
This new CRM only works when the context and relevance with which you are engaging with me has my Permission. But it also stops working if you abuse my Privacy by ignoring the Permission I have given you. That permission is about engaging me on particular topics, at certain times using my preferred media.
My old Greek friend Aristotle talks about Ethos in the art of persuasion– and that before you can convince an audience, they have to accept you as being credible. And credibility has Trust as a cornerstone
As a consumer I want the recommendations and relevancy that personalisation brings, but don’t want you to abuse that trust. And if you do, as a connected consumer in today’s world using connected networks, your lack of ethos will be quickly shared