TLDR: One builds a relationship yet the other exploits one. Here’s how to tell them apart…
Personalisation is one of those marketing concepts that everyone agrees is a good thing, in theory. Of course it makes sense to show people things that are relevant specifically to them. And of course tailored content performs better than generic content. But personalisation has a shadow side... so understanding where personalised marketing ends, and manipulation begins, is one of the most important things an ethical marketer can get clear on.
What personalisation is supposed to look like
Recommending products based on what someone has bought before, when those recommendations are actually relevant, based on data not on what stock is remaining.
Sending emails and sharing social content at times when a person is more likely to read them.
Showing content that matches what someone has expressed interest in.
Addressing people by name and acknowledging their relationship with your brand.
Where personalisation tips into manipulation
Exploiting vulnerabilities: Using data to identify people at moments of emotional or financial vulnerability and targeting them with specific offers. Knowing someone has recently searched for debt help and showing them a high-interest loan ad is manipulation, and deeply unethical.
Creating false urgency based on individual behaviour: Showing a different countdown timer to different users based on how many times they have visited a page is deception dressed up as relevance.
Personality-based micro-targeting: Using psychographic data to identify people's psychological traits and crafting messages specifically designed to exploit those traits. For example, calling older people to sell them trinkets they don’t require by making them feel less lonely via a phone call.
A useful test
Ask yourself this: is this personalisation in the interests of the customer, or in the interests of the business? The best personalisation serves both. The moment it starts using what you know about someone to exploit rather than serve them, it has become something else entirely.
Practical guidelines
Only use data that people have knowingly and willingly shared with you in line with GDPR. If you can’t prove it - don’t use it!
Use personalisation to improve relevance for the customer, not to increase psychological pressure.
Give people meaningful control over their data and preferences. Allow them to opt out easily, whenever they want.
Avoid personalising based on sensitive categories: health, mental health, financial difficulty, relationship status.
Regularly ask whether your personalisation strategy is genuinely serving your customers.
Thinking about personalisation in your marketing? We can help you build an ethical approach. Get in touch, hello@ipsaconsulting.co.uk