Personalized Marketing Is the Fantasy Every Company Should Realize

MAC Cosmetics, Mars Wrigley and i2c Inc. all make the case for meeting the consumer on their terms

It sounds like a joke the world is playing on marketers: Deliver targeted, personalized experiences at scale.

Sure, let’s mass produce individuality. Let’s build a factory that cranks out nothing but unique experiences that can’t be replicated. Totally plausible, right?

That’s the conundrum Adweek’s Europe brand editor Rebecca Stewart posed to a panel at Adweek’s New Consumer event: How do you make individual consumers feel special across a broad spectrum? It isn’t easy, but it works. According to data from McKinsey, investing in personalization can increase sales for retailers by 2% and boost customer satisfaction by as much as 20%.

“The customer is at the core of our brands,” said Christine Alemany, CMO of i2c Inc.,



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