Blog
One Size DOESN’T Fit All
The beauty of the Internet is that it allows us to be different things to different people.
Let’s take the case of a vacation planning site.
There are budget vacationers who are willing to travel during the off-season in return for a good deal. And there are price-insensitive shoppers who only want to go when the weather is perfect (i.e. prices are high).
There are benefits to both vacation styles. With one, you are saving a lot of money and still visiting a new place and doing fun activities. With the other, you are paying more but going when it’s most desirable.
If I ran a vacation planning site I’d create 2 videos: one that would talk about how smart it is to be a budget shopper, and a second one that would talk about the pure indulgence of premium living.
Then, based on vacation date range selected (‘off’ or ‘peak’ season) I’d prompt researchers to watch one of my two videos. Thus both shopper groups would feel my site was designed for them.
Win. Win. Win.
Comments 2
I really like the idea of targeting when its helpful or broadly customized (per the example above) vs. being potentially discriminatory or borderline intrusive. With the ability to easily geo target and track online behavior, the grey area is getting that much broader.
ReplyYou may have caught this a few years ago but Orbitz steering Mac users to higher priced options was unambiguously wrong and probably only served to alienate all Mac users. (https://www.wsj.com/articles/SB10001424052702304458604577488822667325882)
betterretail
Shreya said: You may have caught this a few years ago but Orbitz steering Mac users to higher priced options was unambiguously wrong and probably only served to alienate all Mac users.
ReplyRishi: I totally agree!