Category: Personalization

How to Make Personalization Work in a Privacy-Conscious World

In my last post, I wrote that it’s time for marketers to rethink their approach to personalization. The value of personalized marketing has been widely recognized for nearly two decades, and most marketing pundits are recommending that marketers expand their use of personalization. They contend that marketers should make personalization more specific and use it […]

Why It’s Time to Rethink Personalization

The value of personalization in marketing has been largely unquestioned for nearly two decades. Today, most marketers view personalization as essential for success, and many companies have made personalization a top priority. But the marketing environment is changing, and that means it’s time for marketers to rethink their personalization strategy.In a report published last November, […]

Four Keys to Strong Customer Relationships

A recent report by Accenture Interactive provides several interesting insights on both the fragility of B2B seller-buyer relationships and what B2B companies need to do to strengthen long-term customer relationships. Service is the new sales was based on interviews with 748 business buyers and 1,499 B2B sellers across 10 countries and 16 industries. All of the […]

Where Marketers are Missing the Mark with Customers

The New York chapter of the American Marketing Association has just published a research report that should be required reading for marketers. The Techlash is Here report addresses several aspects of marketing in the world’s two largest economies – the United States and China. While the findings about China are interesting, this post will focus […]

When “Prove You Know Me” Personalization is Essential

A few months ago, I published a post arguing that marketers who want to improve the effectiveness of personalized marketing should focus primarily on making personalization pragmatically useful to recipients. This argument was based on the results of several research studies, including a 2018 survey by Gartner/CEB that polled more than 2,500 consumers in North […]

With Personalization, Less Can Be More

There is no longer any doubt that marketers overwhelmingly believe in the value of personalization. Most marketing leaders now view personalization as essential to marketing success, and providing personalized messages and customer experiences has become a top priority in many companies. Numerous research studies have confirmed that large majorities of marketers believe personalization improves marketing […]

Two Ways to Make Personalization Welcomed

In my last post, I discussed the inconsistent and often contradictory attitudes of consumers and business buyers regarding personalized marketing. On one hand, numerous research studies have confirmed that most consumers and business buyers want personalized offers, messages, and experiences, and are willing to provide personal information in order to receive such offers, messages, and […]

The Growing Personalization Conundrum for Marketers

For more than two decades, the value of personalization has been largely unquestioned in marketing circles. Most marketing leaders now view personalization as essential to marketing success, and providing personalized marketing messages and customer experiences has become a top priority in many companies. Several recent research studies have confirmed that marketers strongly believe personalization drives […]