MediaPost – Preference Center Or Subscription Center
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” (Peter Drucker). In today’s marketing world of exploding social media, seemingly infinite consumer choice, transient time- and place-shifting advertising experiences, the value exchange of consumer information and business value is as fluid as it’s ever been.
We tend to use the terms preference center and subscription center synonymously, yet in most cases they offer very different values to the consumer and the business. The belief is that the consumer understands enough about the brand they are engaging with that they will self-select options of communications, including cadence, type of communication and even communication channel. The belief is that the consumer will update this information somewhat regularly so it doesn’t get outdated.
I’ve always been a bit of a skeptic when it comes to the value of preference centers, but some of the social media polls and surveys have given me hope that there is a better way of designing these experiences to make them fun, interactive and meaningful without being so obvious.
The problem with the “centers” is not that they don’t work, but they work for such a small population of your customers that engage, the business value is typically negligible.
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