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Personalization

  • Dan Baird
  • January 10, 2019

Personalization, or personalized marketing is defined as developing a relationship with your audience so that they feel like they are being “spoken to” in a way they find meaningful and prompts them to take action of some kind. It means actively using the data you have on customers to listen to their preferences and note their behaviors so your communications adapt based on where they are in their buying journey. Some examples of this are sharing product or content recommendations based on needs they’ve signaled in their interactions with you. Doing personalization well means demonstrating to customers that you understand their needs and challenges, and that you are making an effort to improve their customer satisfaction and increase their brand loyalty.

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