The use of data to track individual consumers and market directly to them solves many of the problems posed by the broad-stroke marketing tactics of yesteryear. However,...
For many years, data-driven marketers have preached personalization as a way to reach consumers more effectively. Personalization has its place in a marketing strategy, but it’s not enough for today’s consumers. Marketers must use data to deliver individualized marketing if they want to reach the consumer before they are at the purchase stage. But what's the difference between personalized marketing tactics and individualized marketing tactics?
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Personalization vs. Individualization
Every time a person goes online to research or find a solution, they're leaving behind data clues to what they’re currently interested in or need. This data can tell marketers not only what they're looking at, but provide insights into why they're looking at a specific product. That's powerful information for marketers to have, and as you collect all this consumer data, it’s your obligation to deliver valuable, individualized marketing that meets the current needs of that consumer.