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Whenever I have the opportunity to chat with a thought leader in the marketing industry, I always like to ask: What trend do you think will be next year’s buzzword?
In 2014, many professionals said 2015 would be the year of personalization — a prediction that, as it turns out, may have been a little too hopeful.
If we think about offline buyer/brand relationships, customer loyalty results (in part) when a brand can form a relationship with the buyer through acts of thoughtful remembrance. For example, knowing their preferences, or making product or service recommendations according to their likes and dislikes.
One of the big challenges businesses face today is creating this same experience for buyers online. In essence, the act of doing so is what we call personalization or personalized marketing. But we’ll get to that …
