As users become more self-aware and self- identified, and they formalize their views on what they like and what they don’t, they use technologies that allow for increasing levels of customization and personalization to filter the world.
They opt-in to content and relationships that reinforce their views, and opt-out (exclude) those things that do not.
The implication for marketers is obvious, if you do not bring something to the customer that they inherently value. They will opt-out of it.
It seems so obvious!
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