Where Are We with Brand Personalization?
In 2019 marketers were catching the wave of brand personalization. I was a strong advocate of it then, and strongly recommended it in my book Relationshipping published in 2020.
You’ll Create More Value with a Relationshipping Plan
It forms the basis for optimum budget allocation. It seeks to connect the dots (all touchpoints across the journey) for a uniform, good customer experience. A marketing plan is just not designed to do this.