Rethinking the Way We Implement Hyper-personalization.
(2-minute read)Article summary: We crave the comfort of familiar content online, but echo chambers stifle curiosity. Can we weave serendipity back into the digital experience, surprising us with fresh ideas and new connections that spark instead of simply reflect?
- The reign of hyper-personalization in the digital realm offers a double-edged sword. We're served content curated to our every click, ensuring relevance. But this convenience can morph into creepiness as the line between personalization and intrusion blurs.
- As a veteran in the field I am well aware of the drivers behind these settings in platforms, apps, and websites ~things like ad sales, impressions, dwell time, bounce, and other metrics that lead to a 'sticky' app, a successful ad campaign, etc. Targeted ads exploiting insecurities feel manipulative, and the constant echo chamber of information confirming existing beliefs fosters online polarization.
- New ideas and diverse perspectives get squeezed out, hindering critical thinking, and a sense of healthy discovery in the overall user experience. Discovery takes a hit too, as algorithms prioritize the familiar over the chance encounter with something unexpected that could spark curiosity. Social media platforms, aiming for maximum engagement, sometimes resort to manipulative tactics that can ultimately have a negative impact to mental well-being.
There's a path towards a more enriching online experience. By incorporating a "discovery variable" into algorithms, we can achieve a balance between personalization and serendipity. Imagine algorithms that surprise you with relevant yet unexpected content. This could involve trending topics that fall outside your usual feed or expertly curated selections that broaden your horizons.
Discovery features like "surprise me" buttons, "discovery dials", or "trending on the edge" feeds could also be introduced. Explicit controls could be offered to Users so they can dial in the level of different content they can explore. Most of this day-to-day experience comes through three main venues: search, ecommerce, and social media. Yes, some of them have limited levels of personalization and control (blocking political material or user accounts on social media, and ad blockers on browsers, etc.) for users, we as marketers, and digital creators can use creativity and fresh thinking to evolve from these two-dimensional user experiences to experiences where the user has more control and access to fresh experiences.
This integrated approach ensures a constant stream of fresh ideas alongside the familiar, fostering a more intellectually stimulating and dynamic online environment.
Discovery features like "surprise me" buttons, "discovery dials", or "trending on the edge" feeds could also be introduced. Explicit controls could be offered to Users so they can dial in the level of different content they can explore. Most of this day-to-day experience comes through three main venues: search, ecommerce, and social media. Yes, some of them have limited levels of personalization and control (blocking political material or user accounts on social media, and ad blockers on browsers, etc.) for users, we as marketers, and digital creators can use creativity and fresh thinking to evolve from these two-dimensional user experiences to experiences where the user has more control and access to fresh experiences.
This integrated approach ensures a constant stream of fresh ideas alongside the familiar, fostering a more intellectually stimulating and dynamic online environment.
About the Author
David is a U.S.-based creative marketing executive that defines and delivers DM & XM experiences that capture the moment, breathes life into the brand, connects people, and bridges technology, data, and behavioral economics to go well beyond "If you build it, they will come." He has created live brand experiences for Microsoft, Cisco, T-Mobile, Whirlpool, and the NHL.