ith new brands emerging every other day, the real thinking one should get into is to elaborate to the consumer what sets your brand or products apart. Given that personalised marketing is a powerful tool in today’s digital enabling brands to engage with consumers on a more intimate level by delivering messages tailored to individual preferences. However, this tailoring can go a little too far too. Zepto recently fell into a whirlpool of controversies when a woman took to social media to share how Zepto’s push notification felt invasive and breaching their privacy. “This incident with Zepto highlights exactly how personalised marketing can go wrong and become incredibly intrusive. While brands strive to connect with consumers on a personal level, there’s a fine line between being relevant and being downright creepy,” Gopa Menon, chief growth officer – APAC, Successive Technologies, told BrandWagon Online. Zepto’s attempt to personalise its marketing backfired, raising concerns about privacy, ethics, and the boundaries of personalised advertising.
The thin line
Personalised marketing heavily relies on third-party cookies that collect user information such as browsing habits, purchase history, and search queries, which are then used to tailor ads and content to individual users. Now, this kind of marketing is generally effective because it allows brands to offer relevant recommendations to consumers. “Personalised marketing has become the holy grail for brands looking to connect with consumers. It’s like magic when done right—delivering just what you need before you even realise it. But what happens when that magic turns into a marketing misfire?” Isha Lall, creative head, Pixel & Prose, said
However, when brands begin using sensitive personal data—especially related to health, finances, or other private matters—without proper context or consent, it can cross a line. “Zepto’s blunder is a wake-up call for marketers everywhere. When we push the boundaries of personalisation, we risk overstepping them. As marketers, we should aim to enhance customer experience, not make people squirm. It’s not about avoiding personalisation altogether; it’s about wielding it wisely,” Lall added.
91% of consumers are more likely to shop with brands that recognise and provide relevant offers, a report by Accenture stated. “Personalised marketing should never compromise user privacy or make assumptions about personal lives. It is essential to understand the context and sensitivity, as not all products are suitable for personalised promotion. Implementing strong human oversight is crucial because while AI and automation are powerful tools, they require human intervention to prevent mishaps,” Menon cited. Algorithms cannot understand nuance and context the way humans can, at least not yet. Additionally, it’s important to value user consent and control by giving users clear options to manage the level of personalisation they receive and the ability to opt-out if they choose, he added. Furthermore, 38% of consumers opined that they will stop engaging with a brand altogether if they find the personalisation ‘creepy’, according to a report by Gartner. “With personalised marketing, there’s a very fine line between being helpful and being plain creepy. Zepto’s message crossed it by a mile. Sending out emergency contraceptive pill notifications with a personal touch isn’t just tone-deaf; it feels like eavesdropping on a private conversation,” Lall added. The challenge for marketers is to find the sweet spot between being helpful and being invasive.
Data privacy
As the digital landscape becomes more complex, consumers are increasingly concerned about how their personal data is being used. 86% consumers are worried about data privacy while 79% are willing to take action, a study by Cisco revealed. While third-party cookies might give users an experience of having a personal assistant that gives them recommendations to buy, it can also pose a problem. “Such targeting is primarily achieved using 3rd-party cookies, because big advertising networks have a history of which websites you’ve already viewed, and can retarget you in many ways. Even if you arrive on a website for the very first time, the ads running on the website still know your history. This is where regulators and privacy-conscious users have been trying to draw a line,” Raahul Seshadri, director, engineering, WebEngage, commented.
For brands like Zepto, the lesson is clear: while personalised marketing can provide a competitive advantage, mishandling consumer data can lead to significant reputational damage. One key issue in Zepto’s case also might be the lack of transparency around data collection and usage. Today’s consumers expect to know what data is being collected, how it is used, and how it benefits them. 79% of consumers are more loyal to brands that are transparent about their data usage, according to Salesforce. The failure to provide this transparency is what often leads to the kind of consumer backlash that Zepto faced. “While Zepto has issued an apology and taken necessary action which is the right approach. The notification was not only insensitive due to the nature of the product but also presumptuous. This kind of “in your face” marketing can severely damage brand reputation and erode consumer trust,” Menon opined.
