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Personalization Goes Mainstream

With a rapidly growing number of customers expecting their communication experiences to be tailored to their specific needs and wants, it’s more important than ever for companies to segment and personalize their marketing efforts. This article discusses how personalization tactics like data mining, audience segmentation, and predictive modeling now play a prominent role in driving e-mail marketing, content marketing, and online advertising.


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By Gina Testa on Dec 19, 2013

A 40 percent increase in personalized, one-to-one marketing speaks volumes to its value. Brands are fighting for business and one way to make your product rise above the others is through this developed personal connection. If a consumer feels a connection with a product, it is more likely that they will become a repeat customer. One way to establish this connection is though predictive and data analytics tools, which are great ways to forecast a consumer’s action without having to probe them for personal information.

It’s great to see other companies embracing personalized marketing and it’s clear that print has come a long way in this arena. You’re right, personalization is going mainstream and technology is aiding this beneficial shift. One technology that I believe will shape this trend is inkjet’s ability to produce on-demand, short –run, personalized pieces with multichannel communication elements. Multichannel communication is one of the best ways to reach customers, and coupled with personalization, print has the ability to engage with the customer and develop a lasting connection. – Gina Testa, Vice President, Xerox Worldwide Graphic Communications Business, @GinaTesta



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