Data and Audience
Personalization is when communication is tailored to an individual based on information a company has learned about that person through collected data and internet habits. Maybe a potential customer lives in the Arizona desert and loves long-distance running. A personalized marketing approach would be to use that data to send that consumer information about running in the heat instead of blanketing that person with mass communication about your company’s winter coats. Personalized communication can be done through mobile apps, emails or online ads. A recent study showed 31% of customers say they wish their shopping experience was more personalized than it currently is and only 22% are satisfied with the level of personalization they currently get.