Why Brands Must Move From Communication With Consumers to Conversation

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

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