The hype of personalized marketing

During this renaissance of personalized marketing, where AI helps tailor communications to customers’ specific interests, it’s easy to get swept away by a current of intrusive tactics, like purchasing names, exploiting student interests, and spying on internet histories.

If a prospect visits your website and then you pummel them with (albeit) individually-tailored messages that speak to their academic backgrounds, despite them never giving you their email addresses, does this creates a sense of partnership where that student feels valued? Or are they more likely going to feel targeted and manipulated?

You can personalize marketing and still send jarring communications if you neglect the cornerstone of trust-building. And if you use AI to scale those communications, you’re just sending creepy emails to a bigger audience, faster.