To acquire and retain customers, brands must now be continually relevant to each consumer across every encounter throughout their customer journey. Brand marketers will need to shift from segmentation strategies to understanding each customer on an individual level, and personalizing their customer experiences accordingly.
Creating a personalized experience for every customer will require many brands to improve how they leverage the customer data they gather. The cornerstone of personalization is implementing data-led strategies—letting data dictate marketing efforts and initiatives from the beginning, rather than just using data to validate them.
Many marketers already see the value in automation and the need for 1:1 personalization. But they may be unsure how to get there from their current MarTech stacks, or they may need help creating a business case for the necessary investment.