If you’re anything like the majority of marketers you’ve embraced personalization: 89% of digital businesses are investing in personalization and 72% of retailers want to personalize even the in-store experience. But delivering highly relevant experiences that go beyond stale segments is easier said than done. To keep up with customers expectations you must now collect, analyze, and react to data across all screens and channels – and in real time.
The good news is, with the right strategy, it’s possible to gain a full 360-degree view of each customer for true personalization. This is where individualization comes in. Individualization is a personalization strategy that recognizes customers as individuals instead of grouping them into personas – allowing you to successfully reach and engage customers across touchpoints. So where should you get started?
Forrester’s December report, “Evolve Now to Personalization 2.0: Individualization” provides the steps needed to transition from basic segmentation to individualization in order to deliver more rich and relevant customer experiences.
Read the complete report to discover how to:
1. Analyze attitudes, sentiments, affinities, and more to get a true 360-view of each customer.
2. Leverage real-time customer data to tailor experiences across screens and channels.
3. Be overt when collecting customer data, but covert when delivering personalized content.
If you want to reach today’s customers, it’s time you leave behind yesterday’s personalization tactics.
Published on March 2, 2018