‘Moving Beyond personalization: How 2 companies boosted opportunities by leveraging individualized marketing’ – MarketingExperiments
Ken Bowen says, “As marketers, when we hear the term “personalization,” we’ve been conditioned to think “Hello [recipient name], I really looking forward to sharing with you some ways that [company name] can best serve you.”
Though these methods may have increased opens and clickthrough a decade ago, they are no longer capable of working magic on their own. In short, customers have figured us out.
At MarketingSherpa Summit 2016, numerous presenters took the stage to urge their fellow peers to switch their focus from gimmicky, one-sized-fits-all “personalization” to true individualization.
Two companies in particular, SCI Solutions and SAP North America, leveraged individualized marketing to significantly increase new opportunities”.
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