A lot of marketers don't want to cede that kind of control to individuals, definitely. The sad irony, however, is that most rely on personalization algorithms that are often built on faulty or erroneous data leading to a new trend of "uncanny valley" experiences for consumers. Meaning, people are getting freaked out when targeted ads almost know them too well versus standard spam.
Smart marketers will take their experience at communicating ideas about products and services and create "agent" or other trusted models along those lines where they can save individuals time by helping them sort/parse deals, etc, in VRM or similar P2P model. But even then, those roles (like with social media) will go in-house fairly quickly versus outside agencies as they provide essential trust points for building trust.
On Jul 14, 2014, at 12:40 PM, John Wunderlich <
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> wrote: I have to wonder if putting big data and easy analytics in the users' hands is exactly what current marketing 'pros' DON'T WANT.
Take for example the 'quantized self'. The self uses their smartphone and a number of apps to collect information about themselves (heart rate, mileage, calories, blood sugar, etc). If self can put that in a personal cloud, under self's control, and then use that cloud to anonymously search for products and services to buy/use base on reviews and other characteristics - where is the role for marketing - or at least marketing as we know it. In other words, no insurance company has access to this data - anonymized or otherwise - without self's authorization.
Does this scenario (VRMish as it is) put self in a place for shopping for products based on utility and effectiveness? Mass personalization initiated by the self, as it were.
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