In today’s high-tech marketing environment, personalization has become a major competitive advantage. Personalization can involve products such as the NikeiD footwear line as well one-to-one communications.
As Conversant Media puts it:
“Virtually everyone agrees that a personalized message tailored specifically to an individual’s wants and needs is more likely to drive a transaction than a general one. Here are a few key drivers behind this belief and the increasing interest in marketing personalization: The population is more heterogeneous. Products are more specialized and purchase cycles have fragmented. Media channels and audiences have fragmented. Relentless evaluation, extensive comparison shopping and show rooming are the norm, not the exception. Individuals are more demanding – they expect a seamless brand experience, along with messages and offers that match their particular preferences. As a result of these market forces, many marketers are convinced that personalized communications with prospects and customers are essential to maximize their retail sales.”