Personalization Is Not About Product, Channel or Brand

Marketers too often forget that it’s not about the method, it’s about the messaging and the target

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Accessing a CDP (Customer Data Platform) is a must if an organization is serious about individualized targeting and personalization.

Modern marketing is about “gently nudging customers towards product and services that may interest them,” not about “bluntly pushing products and services that marketers want to sell.” That means, the first step towards intelligent targeting and personalization is getting to know your customers. Without figuring out “what they are about,” how would you pamper them properly?

The key word in CDP is indeed “customer,” as personalization is not about product, channel, brand or department, but the person.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in