Personalization 2.0: Messaging With Precision
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You’ve heard the phrase before: If you’re not moving forward, you’re moving backward. Just as the technologies that enable enhanced targeting in the digital media space have rapidly evolved, so too have the expectations of the consumers who inhabit that space.
Today’s “empowered consumer” has come to expectif not demanda high degree of precision in the brand messaging delivered to them. As marketers, the onus has never been so squarely upon us to refine our messaging strategies in light of these heightened expectations. “Personalization” has emerged as one of our industry’s most popular buzzwordsto the point that personalization may no longer seem like the “promise” or “future” of data-driven marketing but, rather, the status quo.
The truth is that personalization at most organizations is still in its infancy and is not much more sophisticated than sending someone a digital ad based on the last product they viewed online. Personalization 2.0 is about developing a comprehensive and historical understanding of individual profiles from all channels, being able to assemble the most relevant message in real time and delivering that message consistently across any touch point.
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