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Why should the target audience care? Marketers should care about personalization because their customers care about it. In addition, personalization is central to customer experience, which means it is essential for brand differentiation, customer satisfaction, even business survival. Supporting Concepts: Personalization matters to both customers and businesses. Research shows that customers increasingly expect content and experiences to be tailored to who they are, and they want at this moment. And businesses are seeing measurable returns from their personalization efforts—from increased conversion to greater customer loyalty. Some leading B2C brands are realizing advanced and sometimes even cutting-edge personalization at scale. But based on an Adobe assessment, this level of personalization still isn’t common. And arguably no organization is achieving perfection in omnichannel personalization at scale. The vision of at-scale personalized experiences is compelling, but the big challenge is how to make it real. Based on our research, best-in-class personalization at scale requires capabilities across four key dimensions: |
