Chances are, if you’re a marketer in 2020, you’re executing some form of personalization, but it might not be 1:1 personalization. Businesses of 5 to 500 can now easily customize comms as the barrier to entry for CRM, ESP, and automation tools has lowered. As consumers, we have come to expect personalization like, “Hiya <<insert your name here>>!”, but that isn’t the kind of personalization that carries much weight.
Consumers crave compelling and meaningful personalization that enhances the customer journey, rather than personalization that’s become a rather cliche add on. And while things like adding in names and other tidbits of information are great, it’s not the key to establishing a really great marketing program. 1:1 marketing might seem ultra-futuristic, but the time to bring it into your marketing strategy is now.