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RESEARCH, ANALYSIS & TRENDS











































Personalization is hottest marketing


topic of the year



It was the year of the iBeacon in 2014, and for sure, the In fact, the increasing use of personalization tools and
clever radio transmitter will continue keeping us busy customer intelligence mailings is getting even more
this year as well, but one of the major themes in 2015 is interesting this year for companies. Segmented mass
clearly the personalization of mobile marketing, in addi- mailings still prevail, which only play different advertis-
tion to the Internet of Things and comprehensive con- ing messages to different audiences, but it is clear by
tent strategies. now that the online dialogue marketing can be more
than just that: The tip of the day are messages and dia-
Consumer demands have changed significantly in our logs that are individualized for each user along the en-
increasingly networked world, not only due to the new tire customer lifecycle. Hence, the automation of mar-
digital touchpoints in the customer journey that require keting is becoming one of the main key factors behind
individual marketing activities. The digital marketing highly personalized dialogues (more on this next
utterly involves unique opportunities for more revenue, month).
reach, and customer loyalty.
From niche to mainstream
From personalization to hyper-personalization
The fact that mobile commerce will be the new rule in
Undeniably, users’ demands for customized corporate the shopping business in the medium term is obvious,
communications is constantly increasing. They want to since more and more people use smartphones, tablets
be addressed in a specific and personalized way with and phablets for online shopping. In doing so, they
content that is of interest and relevant to them at a spe- want to experience good usability and a positive shop-
cific time on the right channel. The trend is clearly going ping experience. Hence, the optimization of the online
towards a hyper-personalization and away from untar- store for mobile devices, or the realization of a shop-
geted distribution of universal information and offers. ping app, will be a major task for traders in the current
This results in a more human and authentic dialogue, year, as Gartner discussed just this week at its custom-
which has nothing to do with the spreading of bromidic er seminar in Singapore.
and offensive advertising messages.

4 Asian eMarketing May 2015 - Personalization in Marketing
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