Several brands have focused on personalization to improve the customer experience, increase brand awareness and grow sales conversions. This marketing strategy requires lots of customer data to get it right but often offers a big payoff. By providing customers with a tailored experience, brands can increase customer loyalty. Personalization appeals to rapidly changing consumer expectations for a stronger relationship and positive experiences with the companies they do business with. Adweek’s Personalization category focuses on this critical marketing tool and showcases how today's brands take personalization even further to ensure digital marketing success.
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LGBTQ+ People Will Revolutionize Brand Experience on New Consumers’ Terms

A community largely defined by love on their own terms speaks to a new consumer who will simply live, in all ways, on their own terms.

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Tailor Your Content, Media and Messaging With Intent Data

Account-based marketing needs these signals from clients and prospects to stay as efficient as possible.

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Personalize Consumer Messaging With Information They’ve Already Shared

Permission means permission. You either have it or you don’t.

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The Guest Checkout Problem: Avoid Leaving Shoppers Out in the Cold

A whopping 72% of shoppers who avoid logging in are actually returning customers.

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Build Digital Resilience to Stay Competitive in a Cookieless World

The demise of cookies doesn't have to lead to the demise of performance marketing.

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Personalization and Privacy Can Live Under One Roof

It’s hard to fault customers for wanting to have their cake and eat it, too.

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Begin With the End: Reverse Engineering a More Personal Brand Experience

Every reason people convert is another potential purchase path.

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From Reactive to Holistic: Exploring the Various Levels of Personalization

Let’s call “fulfilling customer’s explicit demand”—or “reactive personalization”—the first degree in personalization.

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The Brands Reviving the Lost Art of Letter Writing to Drive Loyalty

The likes of Sweaty Betty, John Lewis and Gymshark are putting pen to paper to drive retention.

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It’s Time to Address Email’s Image Problem

There's a difference between compelling imagery and burying content in photos.

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Advertisers Have the Data. What Comes Next?

Hyper-personalization is the core of a great digital experience.

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3 Personalization Innovations to Expect From Digital Advertising

New tech can attune your marketing to the speech and tone of your desired audience.

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Memory Marketing Makes the Most of Customer Experiences

A simple yet powerful call to action can be inviting the customer to relive a memory and share it with others.

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Building a Persona Menu for Effective Messaging

Lack of imagination is the only limitation when it comes to personalization.

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Marketers Need to Understand the Difference Between Segments and Personas

No customer is just a sum of product purchases and clicks.