Consumers crave personalization. The good news is that most marketers have (or are developing) a strategy to personalize campaigns and experiences. And that’s a very good thing. Monetate found that 79% of senior marketers worldwide who reported exceeding revenue goals had a documented personalization strategy in place, compared to only 8% of those who missed their revenue goals.
However, as anyone who has experienced a personalization fail can tell you, delivering a personalized experience is easier said than done. According to a University of Texas study, two factors drive consumer’s desire for personalized experiences: control and information overload. If someone feels unique and special, they feel more in control.
