Moving from mass personalization to true individualization may seem like a matter of semantics, but the distance between the two concepts is significant.
Imagine for a moment that all-too familiar situation: Your phone buzzes with a new email from a favorite retailer. Because you know and trust the brand, you’re hoping to receive a unique offer — one that compels you immediately to act — but the more you read, the more you’re disappointed by the near misses in the message. The offer isn’t really for you, it’s just addressed to you.
What you were expecting instead was an offer built exclusively for you — one that has taken your online and offline data, your purchase and browsing history, and your preferences into consideration; one that has analyzed every bit of data you’ve provided in order to create a communication that has your name written all over it, instead of merely having your name attached to it…
Shift Your Marketing From Mass Personalization to True Individualization
