I read an interesting write-up from MediaPost entitled “Targeted Serendipity: Thinking Harder About Relevance.” It makes an interesting point. What happens when relevance becomes so narrow that it stops taking advantage of customers’ desire for discovery?
For example, just because someone has taken a vacation to France every year for the past 10 years doesn’t mean they never want to go anywhere else. In fact, maybe this is the year they’ve gotten their fill of French culture, the French countryside, and French food and would welcome a related (or even totally unrelated) suggestion.
By over-targeting, the article suggests, we can actually limit sales opportunities by forcing our audience into an overly narrow profile or assumed set of behaviors.
It’s an interesting conundrum for marketers and PSPs offering 1:1 printing. People like relevant information. But they like serendipity and the process of discovery, too. The question is how to create effective print and electronic media communications that take advantage of both?