“Hey, you.”
Me? Him? Her? That dog?
“Hey, Christine.”
That’s me.
When you’re addressed by name, you pay attention. It’s clear that the speaker’s message is intended for you, and you alone. You’re also more likely to respond positively to someone who remembers your name—and uses it. In Dale Carnegie’s book How to Win Friends and Influence People, he asserts, “Remember that a person’s name, to that person, is the sweetest and most important sound in any language.”
The benefits of this basic interpersonal courtesy also apply to content marketing. Personalized content eliminates ambiguity about the target audience and builds trust through relevance. While personalization is more easily achieved through automated media channels such as email and digital advertising, content should also be created to address individuals.
Why Personalized Content Marketing Requires People and Technology
