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Essentially, the technology aids the human experience. It doesn’t use technology for its own sake. Technology should feel beneath the surface, not the experience in its own right. As before, these advertisers focus on the goal and not the methods. When technology becomes the goal, the experience for the consumer can become sub-optimal.
Personalised Product, not Personalised Advertising
The challenger brands explored for this book do not create overly-personalised experiences within advertising.
Yet, they do aim to personalise their product experience. This is a significant difference. Advertising is largely unsolicited and being overly personalised in this method can lead to detrimental side effects.
Over half of consumers exposed to personalised ads find them annoying (Ipsos MORI, “Tech Tracker: Q3 2017,” 10 October 2017), and 22% lose trust
in the brand (Evergage and Researchscape International, “2018 Trends in Personalisation,”
25 April 2018).
In spite of this, remarkably only 3% of advertisers intend to reduce their levels of personalisation within advertising (State of the Nation survey 2018).
200 What Brings These Brands Together?
