Personalization is Trending

As a marketer, do you want to be a leader or a follower? Like every other industry, aspiration, dream or realization, you want to be a leader. Well, currently, the big trend you’re going to want to be leading the charge toward is personalization. According to, 2016 will officially be the year of the customer – marketers will be discussing customer-centric marketing, customer journeys, customer experiences, customer insights and additional ways of obsessing over, delighting, attracting and analyzing customers. Into that foray, say analysts, will come just the right amount of personalization.

Marketing messages that have been personalized, including custom landing pages and emails, have proven successful and stood the test of time; according to sources such as Entrepreneur, these approaches will continue to represent ideal ways to drive purchase behavior and action. It is cautioned, however, that the standards of personalization are changing for each type of device and even inbox, so marketers need to adapt their level of personalization and messaging this year based on what consumers expect.

What will they expect? From all research gathered, customers will expect emails to boast more relevant content and brands to know more about them in the course of social interactions. Further, consumers are expected to show less tolerance for online and mobile advertising that can be deemed ‘too highly personalized’ – in other words, the marketing shouldn’t get ‘excessively familiar’ with the customer.

If you want to be part of this sweeping trend, you need to have the right tools and techniques. As a marketer, you must be able to increasingly tap into streams of first party data, from CRM feedback to Voice of the Customer (VoC) information, while leveraging predictive modeling to create contextualized experiences. Thus, with an increasingly demanding consumer who is better connected and informed than perhaps ever before, what is known as hyper-contextualized personalization – focusing on the needs and wants of the individual – will be a game-changer.

Bruce Temkin, a customer experience transformist and marketing partner of the Tempkin Group, a customer experience research and consulting firm, predicts that as companies connect rich customer feedback with reams of CRM and operational data, the value of predictive modeling will rise exponentially. As such, his vision revolves around the notion that we should expect to see “firms that have built data hubs over the last few years investing in predictive modeling and using the insights to develop a more personalized treatment of customers.”

How you heed this insight as a marketer will make the difference between leading the trend for your agency and following behind in its wake.