Every marketer, regardless of industry, knows they need to be personalising their campaigns. With an average of 7 screens per home, there is a consistent stream of engagement, most of which is already tailored to the tastes of the consumer - what they watch, what music is suggested to them and where to stay on holiday. Their expectation is that all their email messages will be crafted with them in mind.
So where do you start? What do you focus on? Personalisation is hard, and looks like it’ll continue to become tougher.
For retail marketers, especially, the challenges seem to pile up alongside customer expectations.