Personalization by definition is a means of meeting the customer’s needs more effectively and efficiently, making interactions faster and easier and, consequently, increasing customer satisfaction. As a marketing strategy, it is obviously not new, where a lot of businesses have used this as a driving force in promotion for years.
The new breed of decision makers, also known as the Millennials have changed the way we think about personalized marketing. This generation were born and raised in the Digital Age, has the instant curiosity to DIY methods and are very proud to put their label on anywhere. For millennials, personalized marketing can help drive loyalty and purchasing decisions.
The information age makes personalization even more personal. It seems a fair trade-off; if someone offers a business their personal info, the business should use it with care and specificity.
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