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THE FUTURE OF PERSONALIZATION IN MARKETING STARTS WITH CUSTOMER DATA MANAGEMENT
What if you could automate the ability to interact with an individual customer in a way that’s completely personalized? And what if the automation did not require millions of dollars and years to build? Good news: Customer data platforms (CDPs) have emerged to make personalized marketing possible for companies large and small. The early days of mass marketing involved conveying a generic message to a wide variety of audiences. These mass-marketing techniques often fell on deaf ears, because consumers have individual needs not met with one-to-many communication approaches. For many marketers, the ability to personalize the message to each individual has long been the holy grail. Imagine automatically greeting each person visiting your website with a specific message and imagery based on whether they’re a long-time customer versus a prospect. Or, what about automatically not emailing promotions to those with open (and negative) customer-service tickets? And wouldn’t it be helpful to advertise online -- based on purchasing data -- only to those customers who haven’t bought the product?
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