Even though we are very different individuals, we all have the same experience online. Personalization is about finding an audience and resonating with them–giving them an experience that they will meaningfully connect to and that allows for discovery.
To stay ahead, brands must think about their business in terms of the future and what the consumers of tomorrow will expect. Personalization is the future of the online experience. It’s no longer a question, but a race for brands to get there. The challenge is that while we know it’s important, there are often internal roadblocks that slow the process down:
- Lack of centralized data: Multiple platforms and people hold various pieces of the puzzle.
- Limitations of resources: Internal teams are overwhelmed and think in silos.
- Disjointed marketing stack: Tech is often focused on assets and page views, not the user.
Overcoming these challenges to create a more personalized online product will be necessary for brands that want a stake in the future.