With the advent of the Internet and the advanced technologies of the digital world, personalized marketing has gained a new level of effectiveness. 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 here we will not talk about tools or strategies. In this article, we will cover the psychology of personalization so that you can analyze and understand what stimulates the taste for personalized experiences.
Why We Want Personalized Experiences
Do you remember what it was like to live in a world without personalized. Purchase recommendations? No targeted content based on a search we ran earlier? Without playlists created based on what we listen to or series indicated. By what we have already seen? Although not so distant, that good real estate email addresses time already seems quite unreal. We like the current customization, this 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 that we enter. And although this content has not been chosen by us, we know that we receive. It based on our interests.
The Psychology of Personalization and Relevance
As you have seen so far, we talk about the personalized experience as a conscious act. That is, the reasons that lead us to prefer it, such as control and information overload, only apply if we know that personalization is happening. If we don’t notice or even see signs of personalization, there is no CG Leads way for us to identify it. But then how to explain the preference for personalization even when we don’t know we’re experiencing it? From the perspective of psychology, the explanation lies in relevance. People are attracted to the information that they find most interesting and, consequently, they respond and interact with content that they consider relevant. Responsible for this is an activation system in our brain, known as RAS, which allows us to direct our attention selectively.