Why Do Consumers Want Personalization While Fearing Invasive Tracking? – Fastlane Founders Clips
In this video, entrepreneur and CEO of Alchemy Worx and LYQ Testing, Allan Levy discusses the paradox of digital tracking and personalization. He challenges the notion that tracking is inherently invasive by pointing out that consumers are already being tracked across platforms, with examples like abandoned cart reminders appearing in Facebook ads. He emphasizes that while users have options to opt out of tracking through platforms like Meta and Apple, marketers should focus on making personalized experiences so valuable that consumers prefer targeted content relevant to their interests rather than random advertising. Watch the full episode to discover how AI is transforming CRM and digital marketing through personalized customer experiences across multiple platforms.
What you’ll learn:
00:00 Allan Levy and Jason Barnard
00:20 How Do E-commerce Sites Retarget Ads on Facebook?
00:45 How Do Marketers Prevent Users From Disabling Tracking Options?
01:21 Why Do Consumers Want Personalization While Fearing Invasive Tracking?
“This clip is taken from Fastlane Founders and Legacy with Jason Barnard.”
https://www.youtube.com/watch?v=mVSSSp1E5ho
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Transcript from Why Do Consumers Want Personalization While Fearing Invasive Tracking? – Fastlane Founders Clips
[00:00:00] Jason Barnard: There’s always been a huge problem of keeping that personalization across multiple platforms from, as you said, LinkedIn to email.
[00:00:07] Allan Levy: Yes.
[00:00:07] Jason Barnard: Why are we going with that? It’s gonna get quite invasive.
[00:00:13] Allan Levy: Is it gonna be invasive? You thought? I missed that.
[00:00:16] Jason Barnard: I’m gonna be tracked. Super tracked.
[00:00:18] Allan Levy: You are tracked already, right? You are tracked today. If you abandon a shopping cart on an e-commerce site, you’re very likely to see that product in a Facebook ad. So you, people already know they’re tracked. Can you turn those tracking off? Absolutely. Everybody’s giving you the opportunity whether it’s Meta or Apple. They’re all giving you the opportunity to turn off the tracking. It’s the job of marketers to do a good job of adding a lot of value so that you actually don’t wanna turn off the tracking and you don’t wanna see ads for women’s skirts. And you’d rather at least if it’s noise, see the noise for things that you’re interested in. It may be single malt scotch or it may be beer or it may be tennis rackets, but it should be something that’s of more interest to you than things that have no interest to you at all.
[00:01:13] Jason Barnard: As marketers, we want to track everybody about everything, and as users and buyers, we don’t want to be tracked. We find that shocking. So there’s always that kind of contradiction between our professional life and our personal life.
[00:01:26] Allan Levy: Do we or don’t we? I do agree that there are certain people that don’t want to be tracked, but if you go to the same coffee shop every morning, wouldn’t you like them to say, Hi, hey, Jason, if here’s your, here’s your latte, no sugar. Or do you wanna walk in anonymous? And they say, we don’t track you, we don’t remember anything. Tell us what you want. And you can give us any name you want that need to. You want the personalization.
[00:02:01] Jason Barnard: And I suppose what I meant is there’s a knee jerk reaction against it, but we all like it at the end of the day, or no most of us like it and appreciate it.
[00:02:11] Narrator: Your brand is what Google and AI say it is.
