Not only because of the ease provided by the tools that allow data to be collected and transformed into marketing actions, but also because of the explosion of a new type of consumer: the consumer who wants personal experiences .
In its conception, personalization in marketing refers to reaching an audience by offering a precise solution for what they are looking for, communicating with each individual in a personal way, thus generating a unique experience.
But we won't be talking about tools or strategies here. In luxembourg email list 206480 contact leads this article, we'll cover the psychology of personalization so you can analyze and understand what drives the taste for personalized experiences. Read on.
Why we want personalized experiences
Do you remember what it was like to live in a world without personalized shopping recommendations? Without targeted content based on a search you previously performed? Without playlists created based on what you listened to or series recommended based on what you already watched?
Even though it was not so far away, that time already seems quite unreal. We like today's customization , that's a fact.
Psychology attributes our preference for personalized experiences to two main factors, which are:
Craving for control
The actions we take on the Internet determine the personalized content that appears, for example, on web pages we visit, and even if this content has not been chosen by us, we know that we receive it based on our interests. This gives us a feeling of control that, although it is nothing more than an illusion (since we have not decided anything), still has a strong impact on our psyche .
When we believe we have control over our actions, choices, and the rewards we receive, we tend to become more successful and healthier than those who believe that external, uncontrollable forces are responsible for their fate, according to Psychology Today .
Therefore, receiving something specifically designed for us gives us a very positive feeling.
Information overload
The second factor why we prefer personalized experiences is related to our perception of information overload on the Internet.
We know that receiving personalized content offers us a much more precise interaction experience , since it is content that is 100% tailored to us.
This means that, in practice, we have been protected from receiving a much larger amount of content, which would require more time and consumption to find exactly what we were looking for.
Finally, we like the idea of not being overloaded with unnecessary information.
