The holy grail of digital marketing is personalisation. My past actions online are the best indicators of my future likes and needs. So by tracking everything I do online now companies will be better able to give me more of what I want in the future.
The digital advertising industry however needs to be careful of what it wishes for because I like mashed potatoes but if you serve it to me every day I am going to get very bored very quickly. And right now personalisation is extremely blunt and unsophisticated. Facebook for example knows my age and when I turned 40 I was bombarded with crass ads for a year about my 40th selling me everything from scuba diving to cars. Admittedly that’s at the crude end of the scale but even the more sophisticated attempts at personalisation are all moving in one direction; giving me more of what I've already had.
The goal of a hyperpersonalised web experience is a mixed blessing for the user also in that our web experience becomes like looking in the mirror at ourselves and even the most narcissistic amongst us gets tired of our own face after a while and the result is that we end up switching off all forms of personalisation.
Funny I don't remember ever switching it on in the first place but it's there by default (more about that next week) whether you realise it or not our web experience is totally moderated by your previous online actions.
The missing element of course in all this moderation towards the mean is the elimination of surprise and discovery. Most of the stuff I bought or surfed or engaged with online I found by accident, I discovered by connecting the dots and finding new things.
If the logical end of digital marketing is users ending up alone in a corner by themselves they will simply opt out of all personalisation until our industry becomes more sophisticated.











