The digital marketing field is rapidly evolving, and marketing professionals need to stay up to date on the latest trends, best practices and tools in order to do their jobs effectively. Personalization has quickly become top-of-mind for B2B and B2C marketers alike because it allows them treat their prospects and customers as individuals and deliver relevant content and experiences to each person. Machine learning, segmentation and customer data aggregation are all critical pieces of the personalization puzzle, but they don’t — and can’t — exist in a vacuum. In order to be efficiently utilized, they need to be factored into a larger customer experience strategy. This may seem obvious, but in reality, with so many competing priorities, it can be hard sometimes for marketers to take a step back and ask themselves what they’re trying to accomplish with personalization in [...]
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