what is personification and why is it important to you
TRANSCRIPT
What is personification and why is it important to you?
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What is personification?
• Gartner defines personification as “the delivery of relevant digital experiences to individuals based on their inferred membership in a defined customer segment, rather than their personal identity.”
• In layman terms, personal information will not be taken but preferences will be assessed and used to provide a better user experience
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© Knct Lab | www.knctlab.com
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The new buzz in town
• In recent times, brands drawn a lot of flak for leveraging ‘personalization’ to sell products and services, because privacy advocates and regulators believe that ‘personalization’ can access personal information without the consent of the users
• What the new buzzword ‘personification’ attempts to replace and dispel the negative air that surrounds personalization
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The beginning of a great friendship
• Well, news of the collaboration between Marketo and LinkedIn represents a landmark shift in the way personification finds its feet in the interweb
• The ultimate goal is to enable interactive, two way conversations between consumers and brands taking into account the previous interactions and user preferences
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What’s the revolution about?
• To get in to the specifics, this merger allows marketers to forge long-term relationships with known customers and prospects beyond email, using display and social ads across desktop and mobile
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How does this help marketers?
• It will also provide marketers with better data on known and anonymous prospects, including relevant business, profile and behavioral information, to deliver more relevant ads to customers and prospects on their mediums of choice.
• It also enables them to have fresh, ongoing conversations with existing customers by delivering cogent content at the right time to build brand loyalty.
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Conclusion
• What we’re seeing is the age of the consumer experience, where personas reign supreme and where preferences start a discourse between user and brands.
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