Marketing has undergone many changes over the years, moving from billboards and brochures to websites, email, and social media. As technology has made it easier to connect with a large number of customers at minimal cost, some of the efforts that once worked are no longer effective. An email blast to thousands of random potential customers might have worked 20 years ago, but today’s savvy consumers know how to quickly scroll through an inbox and find items of interest.
In recent years, personalization has become the preferred method of reaching customers. Whether through ad retargeting, emails, or customized delivery of certain website elements, businesses are feeling more pressured than ever to find a way to individualize their customer interactions.