| The Web has certainly revolutionized how consumers | | | | part of the human experience is shopping. Most people |
| shop. It has enabled an entirely deeper CRM capability | | | | don't want to be told what they want. They just want |
| and speed in delivering messages, special offers, | | | | you to have and deliver it when they find it. In fact, |
| transaction data, etc. In fact, marketers have | | | | some enjoy the experience of the hunt, not even |
| prophesied that the next step in CRM is near total | | | | knowing what they want before they set out to |
| abandonment of traditional consumer advertising, both | | | | discover it. The Web site, then, provides a new world |
| print and broadcast, and almost total adoption of | | | | in which to experience this new discovery. However, |
| real-time targeted marketing, a.k.a. inbound marketing, | | | | the value of the experience is relatively unchanged. |
| via the internet. An example would be as you enter a | | | | Secondly, because of human nature. Consumers feel |
| Web site, you will be presented with personalized | | | | as though technology is greatly responsible for |
| messages, based on data the advertiser has stored | | | | unwanted intrusions into their private life, already. With |
| on you regarding purchase history, online activity, and | | | | out-of-control spam, strange targeted messages that |
| promotion participation, along with financial and | | | | include their names and seem to read their minds, and |
| demographic information, as well. And this will trigger | | | | telemarketing calls that appear to coincide with recent |
| true shopper bliss. | | | | online activity (and often do), consumers are likely |
| Now, as an obsessive marketer myself, I have to say | | | | emotionally negative toward more of the same, |
| I'm ready to jump on the bandwagon, emotionally. | | | | especially as it relates to shopping, online or not. |
| However, as I step back and analyze what is truly | | | | Finally, because of human nature. Consumers are |
| meant, here, I have to question the validity of such a | | | | inundated with information. The internet has given them |
| claim. Perhaps it is not the objective that troubles me, | | | | the ability to search for information that is highly |
| but the premise. And the reason is simple: to shop is a | | | | targeted more quickly and efficiently than ever. |
| comfort to real shoppers. It is a safe activity, meaning | | | | Generally speaking, those consumers will not tolerate |
| that you are participating in an activity that you control, | | | | additional information being pushed at them. |
| you direct, and you make decisions for what you will | | | | Remember how I described the shopping experience; it |
| shop. Oh, and you might want some degree of help at | | | | is about an activity that the shopper controls, at their |
| different points in the process. | | | | pace. It is unlikely that the mass of online shoppers will |
| Four short years ago we were working with a | | | | eagerly relinquish that control to strangers, especially |
| company that was attempting to sell an in-store, in-lane | | | | those that they cannot see. |
| system that would provide real-time, personal | | | | All my evaluation is not meant to deny that there is |
| marketing. The client worked very hard on all | | | | great opportunity afforded the marketer seeking |
| presentations, yet failed to achieve adoption with a | | | | greater online CRM. But, the ones that are successful |
| single retailer. My marketing instinct tells me that they | | | | are the ones that can enhance, not detour, the |
| would meet the same fate, today. | | | | shopping experience, which is truly human. |
| Why? First of all, because of human nature. After all, | | | | |