Gartner Research

Personalizing the Consumer Experience in Marketing

Published: 19 March 2019

ID: G00432487

Analyst(s): Human Resources Research Team

Summary

Most marketing functions are pursuing some form of message personalization; however, it can be tricky to get right. HRBPs can use these strategies to enhance the employee experience while also learning from marketing’s mistakes, building a more scalable approach to high-impact personalization.

Table Of Contents

Perceived Intent in Personalized Messages

Intent 1: Prove You Know Me

Intent 2: Help Me

Striking the Right Personalization Balance

Recommended by the Authors

Endnotes

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