Saturday, September 28, 2013

Commodatization of personalization

Personalization is the holy grail of marketing for avoiding commodatization. Maybach followed a personalized direct marketing and 'Maybach studio' based approach for selling their ultra-premium cars. They made only a thousand or so cars per year - all of them customized(or so called personalized) as directed by the Maybach customers. A very high premium is charged for their exclusivity.

Personalization has become mainstream nowadays. Predictive Analytics(and Big Data) has transformed Art of Personalization into commodatized algorithms- which can make everyone of us feeling special. When I search for a city tour I get hotel recommendations, when I plan to see a show I get discount offers in my mobile etc. It is very helpful for both buyers and sellers - buyers can get good deals when they really need something and sellers can reduce the waste in their marketing budget and improve effectiveness of their customer acquisition cost. We can call this commodatization of personalization.

Opulence still gets a better treatment - an ordinary person probably gets a personalized offer but cannot ask for a fully customized car as a super-rich. But with the improvement of 3D Printing and Internet-of-Things we may see everything personalized for everyone someday. That may be a frustrating day for super-rich. That will be the ultimate win of commodatization over personalization - or it is vice verse?

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