Gartner for Marketers Research

Expert Research March 20, 2019

The Essential Guide to Marketing Personalization

8% of consumers want customized marketing communications, and marketing leaders are responding with significant investment, attention and resources to ensure that their online marketing business is responding appropriately. 

In order to unlock the power of personalized marketing, Gartner has identified the key marketing strategies and tactics that every leader needs to know:

  1. Develop Personalization Skills: Discover how to effectively hire, train and develop the key competencies your team needs to develop an effective marketing personalization and build a customized marketing strategy. 

  2. Atomize your Custom Content: Learn how custom content can be turned into atomized pieces and combined to build and scale powerful personalized content and experiences that deliver results without overwhelming you.

  3. Prioritize your Data: How do you draw the line between personal and creepy? When marketers don’t use personal data accurately — either using too many data points or using data in a way that is perceived as too personal, the brand will lose. Discover how to prioritize your customer data to deliver highly targeted marketing messages and a personalized customer experience.

  4. Offer Tailored Help: Learn how the “know me to help me” approach can amplify your brand’s marketing personalization success. Tailored help is an approach to messaging that provides valuable customer assistance while using a limited number of data dimensions. This allows companies to offer personalized solutions to their customers without violating their sense of privacy. 

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