Why Brands Must Move From Communication With Consumers to Conversation

Or risk alienating the very customers they’re trying to woo

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As marketers, we’re increasingly finding ourselves facing an intriguing conundrum when it comes to creating personalized experiences for our customers. In our efforts to drive hyper-personalization, and appeal to every possible consumer need, we’re now at risk of confusing and, even worse, potentially alienating the very customers we’re trying to woo.

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Jeriad ZoghbyIllustration: Alex Fine

With more data driving an explosive array of options, many consumers are overwhelmed by too many choices, causing them to be less satisfied, make poor decisions and abandon a website or brand.

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This story first appeared in the Jan. 29, 2018, issue of Adweek magazine. Click here to subscribe.