There's an interesting day ahead for BBC News Online. They're inviting people to a "Connected Studio" to kick around ideas for "personalisation" of the news offering, on January 21, at the redeveloped Broadcasting House.
"Personalisation" usually means you see the sort of news you're interested in; but the BBC is clear that there will always be a core of stories that everyone will get. The trouble with "personalisation" is that it's awfully close to the retail ambition of "targetting", and people get irritated when they're chased by advertisers across the internet, because they looked at an estate agent's site, or a recipe page, or a finance company.
So this element of the brief for the day, about "sites we liked" is worrying (and annoying for the use of 'surface' as a transitive verb).
Examples of other brands using personalisation to good effect:
Zite – encourages users to give feedback on the stories they’ve read, so it can surface more relevant content in the future.
Amazon – gives recommendations such as ‘Customers Who Bought This Item Also Bought’.
ASOS – has dynamic advertising campaigns which serve adverts related to content the user has searched for previously.
Littlewoods – their Christmas site allows users to find gifts according to information given about a recipient’s personality.
Do you want to share your personality with BBC News ?
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