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BizReport : Advertising archives : October 12, 2016

Expert: How Personalization 2.0 is impacting brands

Personalization has been key to many brands' online and offline marketing efforts for several years, but personalization itself has changed. Here's what brands need to know about Personalization 2.0.

by Kristina Knight

Kristina: What is Personalization 2.0?

Jim Dicso, President & CRO, SundaySky: This concept is simply the natural evolution and advancement of personalization in today's data-driven marketing landscape. It's about connecting to customers as individuals, on a one-to-one level--not just greeting them by name or knowing what they've purchased. We are in the age of the empowered customer, and traditional personalization practices--such as customer segmentation, recommending related products, and geo-targeting--are no longer enough to meet consumers' heightened expectations.

Kristina: Why is Personalization 2.0 important to digital brands?

Jim: This is important for all digital brands because it allows them to further distinguish themselves in the ever-increasing competitive environment. Too often today we see personalized marketing and advertising designed for a moment in time, focused on driving a transaction or making a conversion in a short window of time. This type of personalization doesn't differentiate the business, nor does it drive consumer loyalty, brand advocacy, or retain customers. Maturing your personalization strategies to true individualization will be a game-changer for businesses.

Kristina: How can brands use this to better engage?

Jim: Brands who advance their personalized marketing to true individualization strategies will be in a position to engage consumers all the time--not at just a moment in time. What do you do tomorrow when it's not his birthday? What about six months after she made a purchase; show her related products that are now irrelevant? When every single touch point in the customer lifecycle is personalized to the individual, consumer engagement is heightened.

Tags: ad personalization, advertising, advertising data, customer data, personalization trends, SundaySky

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