At their core, personalization and customization mean taking any data you have on customers and combining it with whatever business assets you’re promoting to create a message for a hyper-specific segment. For example, not simply targeting women with children aged 7-10, but targeting working women with school-aged children in a major metro area with an interest in running their household from their phone.
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Whether you’re selling a product, service, or asking for donations, it’s no secret that consumers don’t like being marketed to. 59% of surveyed adults said they dislike ads in online video clips, 42% said they dislike ads on websites. What most consumers want from brands today is a relationship. They want to align themselves with a company they believe in and trust. If they’re going to spend their money, time, etc. they want brands to engage with them in a way that adds value and relevancy to their lives.
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