personalization importance experts quotes

Personalization has been the highlight of marketing practices in the last years. From content to product recommendations, marketers can now tailor unique, meaningful customer experiences that align with their business goals.

The benefits of personalization are undeniable and industry leaders are seizing this opportunity to drive customer loyalty and increase revenue. Moreover, the customer expects individual experiences designed according to their preferences.

If you are not convinced about the power of personalization just yet, here’s what top experts have to say about this revolutionary approach that aligns the business strategy with customers’ expectations.

“Personalization wasn’t supposed to be a cleverly veiled way to chase prospects around the web, showing them the same spammy ad for the same lame stuff as everyone else sees. No, it is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more important, what they need.” – Seth Godin

 

“Personalized marketing is really more of a psychological analysis where you can really understand the right language and how to reach a buyer.” – Joseph Cole

 

“Personalized marketing and advertising is not about sales. It’s about building a relationship with the customer.” – Julian Hillebrand

 

“With a million resources at the click of the button, the consumer is now the focus of marketing campaigns, instead of the product. Consumers are smarter than ever before, continuing on the trend that we’ve seen through history; and they don’t respond to obvious product placements. Instead, they respond to more authentic, personalized forms of marketing.” – Ana Gotter

 

“Instead of one-way interruption, personalized marketing is about delivering value at just the right moment that a user needs it.” – David Meerman Scott

 

“Marketers often make decisions based on big data. Personalization, however, shifts the focus to the human connection. Research on who customers are and what they want enables marketers to create more engaging experiences with all different types of customers. Positive and memorable customer experiences lead to increased engagement and lasting brand loyalty.” – Annie Gherini

 

“As consumers’ interest in “noise” decreases and their need for individualized, meaningful experiences increases, brands will need to continue to expand on the creation of personalized interactions, data-driven storytelling, and an omnichannel approach to build strong, positive relationships with their customers. Amidst all the data, however, brands must be mindful of one key message: Your customers are human beings. Be sure to treat them that way.” – Susan Baroncini-Moe

 

“The most profitable brands don’t compete on price; they are focused on speed, value, and availability to their customers. To be available, they have to be where their customers are. To provide a speedy response, they have to be listening. And to provide value, they’ve got to provide an individualized response. Without the tools, processes, and data to instantly to make it personal, companies are leaving the business to those competitors that do.” – Douglas Karr

 

“Until now, marketers had two choices: they could either pick personalized, or scalable, but not both; they could opt for inefficient manual ways of personalized engagement, or choose static digital marketing that scaled but took a one-size-fits-all approach. Machine intelligence is changing that. AI-driven brand storytelling intelligently adapts to a consumer’s unique preferences and behavior to deliver truly personalized stories at scale, by combining the human elements of storytelling with machine-powered personalization.” – Vijay Chittoor

 

“Personalization happens when a marketer or salesperson can take a piece of content and make it more useful for a specific prospect or customer.”  – John Jantsch

 

“Personalized marketing is really more of a psychological analysis where you can really understand the right language and how to reach a buyer.” – Joseph Cole

 

“Personalization is the automatic tailoring of sites and messages to the individuals viewing them, so that we can feel that somewhere there’s a piece of software that loves us for who we are.” – David Weinberger

 

“When you do successfully deliver hyper-relevant, right-moment, right-channel content, you’re more likely to be the email they’ll click on, the website experience they’ll engage with, or the social post they’ll share.” – Michael Brenner

 

“I’m most passionate about personalization. I firmly believe that personalized experiences with brands will most drive loyalty and relevance for customers in the future.” – Katrina Lake

 

“The most profitable brands don’t compete on price. They are focused on speed, value, and availability to their customers. To be available, they have to be where their customers are. To provide a speedy response, they have to be listening. And to provide value, they’ve got to provide an individualized response. Without the tools, processes, and data to instantly make it personal, companies are leaving the business to those competitors that do.” – Douglas Karr

 

“The principles of good human-to-computer interface design are simplicity, support, clarity, encouragement, satisfaction, accessibility, versatility, and personalization. While it’s essential to heed these, it’s also important to empathize with and inspire your audience so they feel you’re treating them less like a faceless user and more like a human being.” – Sharon Lee

Understanding needs and preferences is key in staying competitive in the era of customer experience. This cannot be achieved unless we make use of the available tools such as machine-learning to help us cut through the noise and start delighting our customers at every touch point.

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