Marketers rarely speak in generic terms anymore or create standard-issue messaging for various audiences. Instead, personalisation has become the norm for any brand that wishes to develop a closer relationship with its audiences.
Personalisation is evolving swiftly. Brand teams don’t just execute old-school email campaigns that address people by their first name. They also understand consumer behaviour around special occasions and life transitions. Brands speak to customers in a language they can relate to and a tone that compels them to nod in agreement.
As more organisations integrate personalisation into their marketing campaigns, being aware of a few missteps will be important. The mistakes below are common enough that even top-tier brands may commit them, but lethal enough to derail otherwise authentic efforts at relationship building.
1. Personalising So Much That It Feels Creepy
Hyperpersonalisation is today’s buzzword. You hear it in creative agencies and boardroom meetings with comparable fervour. AI has made it possible to understand customers in far more depth than before, and the temptation to use this power is high.
Shopify explains that hyperpersonalisation utilises real-time data to predict customer behaviour, such as when they may be free to begin a subscription. Companies can launch personalised campaigns based on this information, say, deciding when to display the subscription price.
However, overdoing it can prove to be the undoing of many brands. Many people find it uncomfortable when a company seems to know too much information about them.
This apprehension is particularly high when they receive communication based on information they don’t remember sharing with an organisation. A research study in Psychology & Marketing observes that this discomfort can reduce consumers’ willingness to purchase.
In many situations, adhering to tried-and-tested approaches for personalisation delivers better results. For instance, it is hard to get it wrong with custom pens for corporate events or gifting. They directly increase brand visibility without feeling intrusive.
Pens.com recommends aligning branded products with the company’s unique style. This is important for any physical or functional customer touchpoint. For example, a luxury brand may prefer elegant engraving, while a mass-appeal firm may find standard, zero-fuss printing more suitable.
2. Trendjumping To The Point of Ignoring Brand Identity
Since personalisation is a popular subject in marketing circles, businesses often try new approaches for their campaigns. While innovation is welcome and necessary, it is best to reconsider jumping on trends without deeper thought.
For example, some brands are eager to participate in a viral meme or take a stand on a raging socio-political issue. Customers, who are now well-connected to multiple communication channels, can perceive when these efforts are heartfelt (as opposed to desperate attempts at joining the conversation).
The 2025 Sprout Social Index found that only 40% of consumers think it is “cool” when brands participate in viral trends. A sizable 33% find it embarrassing.
Remember when Pepsi leveraged real protests and associated imagery for an advertisement? Kendall Jenner ending the protest by giving the police a soda did not go down well with global audiences. It was perceived not as participating in a legitimate, urgent conversation but as trivialising serious issues.
While trend-hopping (or trendjacking, the more on-trend term) is exciting and sometimes necessary to stay top of mind, brands must approach it carefully.
3. Losing Relevance Due to Poor Data Analysis
Another oversight that can render personalisation more harmful than helpful is poor data work.
The abundance of online tools that claim to crunch marketing numbers has caused many organisations to be complacent. After all, many AI tools have user-friendly interfaces and confident tones, which can lead people into a false sense of security.
Here’s the truth: data analysis requires expertise. Doing it wrong means your personalisation may be mistargeted. Nothing is more annoying than receiving “personal” commercial messages that have no relevance to us.
The BBC reports that AI-led personalisation in marketing has potential but is currently in the nascent stages. The idea is to build resonant creative content in sync with the psychological profile of the target viewer. The result can be much better utilisation of ad spends than is possible through traditional approaches.
At the same time, misdirected personalisation can risk customer backlash. As a pro-innovation company, there’s a lot to think about, from data privacy to ethical use of available information. Doing it poorly can be worse than refusing to attempt it at all.
Evolving technologies have made it easier to customise and personalise, connecting with diverse customers and prospects in distinct ways. This field is constantly changing right now, with brands experimenting with contextual marketing and immersive messaging.
Building a balance between friendly interest and stalker vibes will be crucial for the success of personalisation in the future. Brands must resist overdoing it and avoid following trends that don’t go with their identity. They should also reconsider glossing over monumental aspects of data analysis and handling in a rush to deliver before their competitors.
