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How marketers can finally bring the ‘personal’ to personalization

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Jonathan Spitzer
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According to TechTarget, the marketing definition of personalization is “a means of meeting the customer’s needs more effectively and efficiently, making interactions faster and easier and, consequently, increasing customer satisfaction and the likelihood of repeat visits.”

It cites the core technologies behind personalization as cookies, collaborative filtering, user profiling and data analysis.

For years, marketers have had the technical capability to reach an individual in any context, on any channel, at any time.

But their “personalization” efforts have often been limited to using a customer’s first name in a subject line or retargeting an ad based on an item they previously viewed.

That’s because they’re missing one critical component: real, human connections.

The last mile in personalization involves combining the existing marketing stack with genuine customer stories and machine learning — and it will have a massive impact on how brands communicate with their customers.

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Jonathan Spitzer
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