The reality is that we live in a world where connected devices are prevalent and where consumers are comfortable using and affording them. Personalisation is more likely to spark consumer attention and increase satisfaction and interaction. Given the extreme brand competition in Asia Pacific, missing the mark on personalised content and experiences means losing a chance to build a relationship with a customer.
Personalisation has been a game changer for the Asia Pacific technology industry in the past decade. Today, consumers are accustomed to receiving fast and seamless brand experiences that are highly attuned to their individuality and preferences. However, the technology and developer communities are now straddling a fine line between personalisation and a seismic shift against browser targeting, tracking and data sharing.
Although hanging in a delicate balance, personalisation and consumer privacy are not as mutually exclusive as they first appear. Instead of swapping one for the other, technologists will need to take a more nuanced and thoughtful approach to reach consumers in the digital world.
