In 1989 Robert Zemeckis let us have a little peek at 2015 with Back to the Future Part II, the second film in the classic Marty McFly and Doc Brown time-travel trilogy. Well here we are in 2015, and despite many promises of self-lacing shoes and hoverboards, neither has truly come to fruition. What they did get right though, was a lot of intuitive, personalized technology.
Remember how biometrics were used for payment and identity in everyday situations? Tranquilized Jennifer is taken home when the police are able to identify her by thumbprint, Doc pays for a cab by pressing his finger to a tablet and Marty signs a petition for the clock tower in the same way. Keys, wallet and signatures disappeared in the movie's version of 2015 because each thumb-press interaction is an opt-in that provides only the information the service needs and doesn't unnecessarily divulge the person's other secure information. In a way, that reflects much of what modern consumers have come to expect - touchpoints that collect and use particular data while maintaining the ability to provide omnichannel experiences.
Without preference management - the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication - characters in Zemeckis' version of 2015 couldn't have had safe and seamless experiences in their smart homes, making purchases, or otherwise sharing personal information.
In our real-life version of 2015, we know that today's consumers expect personalized experiences, but they are more apt to opt-in when they're aware of how their information is being used. This means that brands are able to give consumers control of the conversation while enhancing their experiences with personalization. Moreover, preference management has the ability to separate your brands from others by providing a comparison point to companies that haven't undertaken preference management initiatives and therefore can't create personalized experiences while maintaining compliance.
In the movie's version of 2015, the characters expect that their technology will recognize them, anticipate their needs and keep their data safe. Can you say that about your consumers' experiences with your brand? Preference management will get you there - flux capacitor not required.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.
Labels: communication channel preference, consumer characteristics, personal information, personalization, personalized experiences, preference management