Culture and Leadership
Personalized marketing is a strategy where marketing messages are targeted on a granular, consumer-by-consumer basis thanks to the ability to gather data on a person’s past behavior and interaction with a brand. The goal with this type of strategy is to improve the customer experience and create brand loyalty which should ultimately results in customer retention and increased revenue. A good example is if a consumer lives in sunny Florida and shops on a clothing retailer web site, the retailer might target messages containing swimwear instead of winter coats.
