Personalization is the art and science of aligning marketing messaging with customers’ individual wants, needs, and interests. It’s seemingly everywhere, from our email inboxes to the ads that pop up on our Facebook feeds. But how often is it truly effective?
Nailing truly relevant personalization comes from a combination of techniques and on-going effort; it’s an open conversation with customers in which marketers must adjust and improve as they get more information about an individual’s preferences and intentions.
Customers have come to expect tailored communication — according to an Accenture Interactive survey, “91% of consumers are more likely to shop with brands who recognize, remember and provide relevant offers and recommendations.” A seemingly large percentage of consumers (83%) “are willing to share their data to enable a personalized experience.”
Achieving the optimal personalization experience begins with data gathering techniques such as installing cookies and keeping an eye on purchase history, and is further refined with open dialogue with customers.
KPItarget CEO, Mike Rowan was featured in Forbes detailing the techniques that help marketers connect with customers in a way that resonates with his article on practical personalization.
Read the article in it’s entirety on Forbes.com.