Personalization and Marketing Strategy
Extraordinary changes have occurred in the customer experience landscape over the last few decades. The notion of standardized products and services for in inter-connected world has given way to the imperative for personalization as the key driver for marketing success . The Problem : Customers expect to be recognized on every channel. Customers assume that any experience they initiate on one channel or device can be picked up right where they left off when they switch to another channel or device. Customers expect to be able to interact with a company 24/7 – whenever and wherever it is most convenient for them. The Challenge : Organizations find it exponentially difficult to execute a personalized marketing strategy across channels and devices, because of the increasing number of technologies and the resulting complexity. The Solution : Organizations need to learn (and learn fast) how to declutter the marketing technology stack (please see BCG ’s illustration b