The Value of Personalization in Enterprise Marketing
Organizations and marketers have always attempted to collect information about consumers, but the emergence of social media have enabled analysis on a scale that was previously impractical. As noted in this report on CMS Wire, as organizations learn more about consumers from social activity streams and compulsive mobile check-ins, some privacy advocates are getting uneasy.
“Privacy, personalization and marketing are frequent topics of discussion for marketers, technologists and business leaders that see huge value in understanding as much as possible about consumers. This personal data is used to create highly personalized engagement strategies with customized content, offers and processes targeted directly at the individual. Have you been offered a coupon to an expensive jewelry store on your anniversary — that’s personalization in action.
“Organizations and marketers have always attempted to collect information about consumers, but the emergence of social media, sophisticated content management systems and massive repositories capable of storing petabytes of information have enabled analysis on a scale that was previously impractical.”
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