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Some may still think that personalization is a passing fad. On the contrary, personalization underpins all marketing strategies. Therefore, marketers must get better at communicating with their customers for their own survival, really.
In this new world, customers are firmly in control of addressable media. They will mercilessly opt to block messages from brands if they consider marketing pitches to be boring, repetitive, pushy or irrelevant.
Recently, I bought a sports jacket from a reputable apparel brand.