I love pizza. And there is this Pizza Hut close to where I live in Bangalore which is where I usually order from. Now, I wake up this morning and get to my mail box (read snail mail, not email) and find a nice brochure that read:
Hello Pandurang! Do you know how fresh Pizza is made?
And all of it was printed, not on a paper that was stuck on to the brochure, but actually printed on the face of the brochure. Though I had actually read the content of the brochure in a newspaper advertisement before, this one brought a smile to my face - just to think that they'd gone through the trouble to personalize these brochures and actually deliver them to the right addresses too.
It was a simple 'wow' and will sure go some way in putting Pizza Hut into your list of subconscious favorites. Probably.
Personalization has been around for quite some time now. The most popular personalization gimmicks started when the Internet caught on, with "Welcome, John Smith" messages to personalizing colors, fonts, themes, layouts and content. All of it simple user profiling - I've coded this functionality many times myself.
But today, that is no longer a 'wow' factor. That's expected. Today's personalization, to create a wow, has to go notches above that.
An example is when Reason magazine printed 40,000 different covers to one issue of their magazine, each carrying a satellite image (similar to what you see in Google maps today) of the subscriber's home. That is ground-breaking personalization.
I think today's users need that kind of personalization to be realized by websites (or portals) like MSN, Yahoo and the like. www.google.com/ig is once again trying to solve an old problem in a more AJAX-based, stylish manner. But the real value-add would be when the personalization was context-based (and I don't mean the user entering search keywords and seeing feeds based on search results - that's just lame because I still have to define the keywords).
The need of the day is personalization that is really personal. Who will provide the answers?