Wednesday, February 09, 2005

The Price of Personalization

Personalization is marketing’s two-edge sword. On one hand, personalized promotion promises better response and higher return on marketing investment. On the other hand, new personalization devices such as TiVo and e-mail filters make it tougher for marketers to reach their target audience.

Amidst the enthusiasm surrounding TiVo and iPod, Christine Rosen ponders the social price we are paying for the ability to get “just what we like."

You can read Christine’s interesting but long The Age of Egocasting, or read a shorter take in her NPR interview.

What do you think? With the growing capability to filter out everything, are we really damaging our ability to tolerate and stay open minded?

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