How personal is too personal?
Messaging that feels familiar tricks our brains into getting more of our attention, so there is an opportunity for advertising to be more personal to take advantage of this.
Personalisation is already going strong in CRM emails and display ads, and is emerging in video and audio ... and personalised chatbots are on the way.
But, if every channel is trying to use what they know about us to grab our attention and make us feel comfortable, is there a line beyond which it becomes creepy?
Do some brands have more permission than others to talk to me personally?
What stops it going too far, just to grab our attention?