Personality marketing and data warehousing have taken a massive hit thanks to the Facebook-Cambridge Analytica scandal. However, no industry deserves to be judged on the basis of any extreme, so it is better to evaluate the entire process. The more well-known digital marketing relies on past behaviours and stated preferences. But personality marketing also adds a layer of underlying psychological traits evident. A lot of clues that traditional marketing cannot decipher, can be decoded using such psychological tools. Shoppers for example have been divided into utilitarian and hedonic depending on how they view brands. Tailored communications are beamed to users depending on which persona they fall under. Repeated studies anchored by social media giants such as Facebook have yielded positive results. Ultimately, this entire field will fail, if considered unethical. But as the field evolves, marketers must find ways to bridge the trust deficit.


Uploaded Date: 30 May 2018

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