Individualized, Personalized and Customized Marketing is driving me nuts! I am a baby boomer and tired of all the marketing directed to me. I am not an AARP member, but I get solicitations from AARP routinely several times a year since I turned 50 years old. If AARP were the only solicitation, I could just throw it out! Maybe it is what these solicitations represent!
Why should this bother me? As I age, I realize my fellow baby boomers need certain things, but not all of us are the same. I routinely receive solicitations from The Neptune Society, hearing aid companies, reverse mortgages and more. Can “Depends” be far behind? These solicitations are just due to my age. There are many more from what I do professionally thanks to memberships in organizations. There is more marketing because I have a mortgage, bank account and credit cards. It goes on and on because it is easy to buy some data base!
We used to call this junk mail, but everything changed with computer programs. The junk mail is personally addressed and geared to me. Now it is called personalized marketing. My mail box is filled with so much mail and I have to sort it out because so much is junk mail. I am irritated because I have to open it up and at least read enough to determine what it is and then I shred it. Between the newspaper and shredding, I almost fill the recycling bin every week. Maybe, I should save it and drop it off at the recycling center and make a little cash.
When I bought my new car, I received phone calls, email and lots of stuff in the mail. Car companies want to show their customers they care so I will be a loyal and happy, but this is an over kill! The salesman even told me I will receive an evaluation form and I should give him 10 out of 10. I bought a new refrigerator and the salesperson said a similar statement. I would receive an evaluation and noting less than a 10 was acceptable. It sort of skews whatever data they are collecting and makes it all meaningless.
Companies collect so much information on me; I am afraid of the consequences of the next security leak or hack! They have my purchasing patterns and what products or services I buy. How can they use the information to help them market more products to me? I think they found many ways to send me lots of information, but little if any is influencing my purchases. With all this information, I would think they could do a better job. Companies like Netflix use the information to make suggestions of what you may rent next.
Cable and satellite companies should take a lesson from Netflix. Improve their service and routinely offer opportunities to grow their services based on what you watch. They may have to offer it for free for 60-90 days, but it may hook you. It might even encourage loyalty and generate additional revenue. Instead customers are constantly negotiating with them and they are trying to retain customers. I think the wrong companies are marketing to me and I would rather see my cable company doing something for me.
Marketing is not exclusive to my mail! I notice advertising on the internet is individualized and bassedon my interests. If I searched or shopped something, it seems that I notice many more advertisements for similar products. Does this affect my purchases? Not in the least, but it keeps my interest because it reminds me of the product. It is so subtle, but it works! Is there anywhere where I can be free of advertisements or marketing? It seems that there is not.
Advertising is now individualized, personalized and customized. It used to be that if I wanted to avoid advertising I just had to turn off the TV and stop reading the newspaper and magazines. No more! They have taken over the mail and the internet! Since the post office is broke, they need this additional revenue just o survive. The internet is looking for revenue to pay for those ridiculous valuations as new companies go public. I do not expect anything to change; I guess I will just fill up my recycling bin. When I retire, I guess I can turn it into income. Individualized, Personalized and Customized Marketing is here to stay!
Photo by: Wrote