Special Treatment Let Individual Fix Mistakes Consistent Interface Subscribe to Reinventing Relationships Free email newsletter. Vast sums of time and money can be wasted on personalization that is not important to individuals. Personalized advertising is not nearly as powerful as personalization that addresses directly the most important needs of the individual.
Proponents argue that individuals prefer targeted ads over mass ads.
But the truth is that no individual will be loyal to a firm simply because that firm personalizes its ads. Personalization is most effective when used to serve existing customers. All contents copyright 2000, Bruce Kasanoff . All rights reserved. The design for this site was inspired by the work of Patrick J. Lynch , co-author of the Yale Web Style Guide and Design Director at the Yale University School of Medicine's Web Design and Development Unit.