From the personal to the individual: Marketing’s new frontier
If you’re like me, you’re quickly reaching the conclusion that old-school personalization doesn’t work so well anymore. Simply addressing someone by name or popping up a promotion based on browsing history alone appears increasingly lame or clumsy.
That realization was confirmed at an American Marketing Association webcast I attended recently, titled From Personalization to Individualization: Three Keys to Unlocking the Power, it asserted in no uncertain terms that to succeed, brands are going to have to work harder to deliver the highly individualized, contextual experiences that consumers expect regardless of the channel they choose, the time of day, or where they happen to be at the moment.
The webcast also confirmed that it’s easier said than done. Many, if not most, marketers face challenges at every turn—incomplete and siloed data, rudimentary customer profiles, inadequate customer tracking capabilities, and the inability to deliver contextual interactions consistently in real time.
The lessons I took home were clear. Marketers must:
- Create contextually relevant, highly individualized messages, interactions, and experience that deliver value all the time, every time, anywhere
- Create a unified view of the customer through consolidation, integration, and augmentation of your audience data resources to derive deep and actionable insights
- Deploy advanced omnichannel marketing automation tools to track and identify every individual customer every step of their omnichannel journeys from first click to conversion to brand loyalty
Click here to watch a recording of the full webcast. If you’d like to lean how Resulticks can help you move beyond personalization to fully individualized customer understanding, interaction, and engagement, request a customized demo now.
Lead, North America Operations