Personalization and segmentation

In an increasingly dynamic digital environment, mass marketing approaches just don't cut it. Today’s empowered consumer needs – and expects – to be engaged with highly relevant messages. The more a message reflects an individual's specific needs and preferences, the more likely it will be to motivate the desired action.

The key to understanding what individuals want, of course, is robust customer data along with the ability to bring it together and identify insights. We have led the industry in innovating approaches to identify individual level insights to empower individual level audience selection and one-to-one consumer engagement.

Not surprisingly, personalization – the tailoring and delivery of messages and media based upon known individual characteristics, needs, interactions with the brand, and likely future behaviors – has garnered increased interest from marketers. There are several reasons that personalization is gaining so much traction:

  1. The age of the customer calls for a more tailored approach to marketing. In an era of unprecedented access to information, marketers must take a more individual centered approach to engaging customers and prospects. This approach must be executed across a user’s various devices as consumers are not only expecting highly relevant messaging, but also compelling storytelling.
  2. Organizational interest in personalization is on the rise. In a recent commissioned study conducted by Forrester Consulting on behalf of Epsilon Conversant, 92% of marketers and consumer insights professionals surveyed indicated that interest in personalization within their organizations had grown over the course of the past year. More and more companies recognize the value of serving the most relevant ads to the most valuable prospects and customers at the most opportune moments, wherever those may occur. We’re talking right message, right time, right device.
  3. Advanced personalization is seen as a future "must". Marketing and customer insights professionals place great value on personalization as a means to achieving both short and long-term goals. In the study referenced above, 94% of respondents rate personalization as “important”, “very important”, or “extremely important” to meeting current marketing objectives and 97% report the same for long-term marketing goals.

It is clear that marketing professionals recognize the value of taking an individualized approach to marketing, both now and in the future. For most companies current levels of marketing personalization are relatively modest. But they don’t have to be.