Personalization, or the ability to deliver messages to individual customers, is expected to be one of the biggest marketing trends of 2017. That's partly because it offers brands the potential to deliver exactly what consumers want, as well as the potential for customer loyalty. But personalization has evolved far beyond simply addressing customers by name. In fact, the bar can now be set to deliver distinct web and mobile experiences for each customer.
That being said, in the immortal words of Spider-Man's Uncle Ben, "With great power comes great responsibility." In other words: if you use information about your cell phone number list customers that they don't realize, or without having a clear picture of their wants and needs, chances are your efforts will backfire and you will alienate. Here's a look at how brands and marketers can learn more about their customers and deliver better, more personalized marketing experiences, without making them feel like their privacy has been violated.
According to Jared Brickman, senior technology marketing strategist at advertising agency Centerline Digital, modern marketing personalization will be defined by dynamic, hyper-specific targeted experiences that go far beyond the dynamic insertion of basic data like the name or address of a consumer. In turn, the consumer will benefit from a buying journey that better suits their interests and the business will gain greater efficiency from its marketing spend.
“People never worry about being interrupted if they're interested in the message of the ad,” he added. In 2015, “Gartner predicted that by , 89% of marketers [expect] customer experience to be their primary basis of competitive differentiation – that means always being there in the moments that matter and learn from data what each type of consumer wants.