In a saturated digital landscape where brand blindness is the norm and people see more offers and content in a day than they can even remember, marketers have their work cut out for them. But if there’s one common solution, it’s content so relevant that it’s impossible to ignore.
Personalization has been an agenda item for marketers for years, but it’s not easy to achieve. Sure, you can build personas and create marketing campaigns for them. But, as appealing as “Marketer Mark” and “Social Sally” can be in planning meetings, they’re still far too broad to effectively represent an individual’s journey.