Online marketing is becoming hyper-personalized, using a bigger spectrum of data to move beyond targeted ads to create tailored websites and experiences that predict wants and needs. Emails advertising allergy medicine could be sent based on weather conditions where the consumer lives, and algorithms could take individuals’ style preferences into account when suggesting items. Barney’s recently launched a new website that creates completely personalized pages “based on data from both a shopper’s in-store purchasing and online browsing behavior.” While Millennials are relatively willing to have their information used by brands if there is a clear benefit to them, brands need to be aware that there is a fine line between what’s cool and what’s creepy. (Washington Post)
