{"id":17525,"date":"2016-09-14T21:00:32","date_gmt":"2016-09-14T21:00:32","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/beginners-guide-next-gen-personalization\/"},"modified":"2025-02-18T16:53:55","modified_gmt":"2025-02-18T16:53:55","slug":"beginners-guide-next-gen-personalization","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/beginners-guide-next-gen-personalization\/","title":{"rendered":"Beginner&#8217;s Guide To Next-Gen Personalization [Ebook Download]"},"content":{"rendered":"<p>Geography, behavior, demographic, psychographic; all common characteristics used for\u00a0traditional market segments.\u00a0Brands have used\u00a0segmentation to personalize\u00a0customer communications for a long time, but is segment personalization enough in today\u2019s world?<\/p>\n<h4>The Age of the Customer<\/h4>\n<p>With the abundance of data available to brands today, customers expect them to deliver one-to-one personalization throughout the lifecycle. Segmentation alone doesn\u2019t allow this level of personalization though and, therefore, no longer provides the value it used to. Instead, brands need to start building customer profiles made up of multiple dynamic data points. They\u00a0must also dissolve media silos and mitigate wasted reach by employing a multi-channel, multi-touchpoint, and push-pull strategy that puts the customer at the very core. This means catering to customers by using their data to deliver the right message at the right time on the right channel. Individualization like this allows\u00a0brands to break through the market chatter and really make a lasting effect. Because, after all:<\/p>\n<blockquote>\n<p>\u201cIndividualization done right doesn\u2019t look like personalization\u2026 it just looks like a great customer experience.\u201d \u2013 Brendan Witcher, principal analyst of e-business and channel strategy at Forrester<\/p>\n<\/blockquote>\n<p>Personalization is no longer about delivering \u2018customized\u2019 content to segments, but is instead about delivering contextually relevant content to individuals. When brands attempt\u00a0to evolve beyond segmentation into individualization, though, they often find that doing so in a cost-effective way is difficult. So, what\u2019s the solution?<\/p>\n<h4>One-to-One Customer Experiences that Scale<\/h4>\n<p>Most brands\u00a0understand the value personalization drives, and are aware of consumers&#8217; desires, but feel unable to execute at scale. In fact, <a href=\"http:\/\/www.emarketer.com\/Article\/Why-Marketers-Dont-Personalize-Content\/1013768\" target=\"_blank\" rel=\"noopener noreferrer\">in a survey performed by Demand Metric and Seismic<\/a>, 59% of the respondents said they don&#8217;t personalize because they don&#8217;t have the bandwidth or resources. The truth is, with a slight perspective change this level of personalization is achievable at scale though.<\/p>\n<p>This is where\u00a0the Beginner\u2019s Guide To Next-Gen Personalization comes in. The guide helps redefine what a personalized experience truly is, dives deeper into what it means to view each customer as an audience of one, and explains\u00a0tactics for delivering one-to-one experiences at scale. Learn all of this, plus how to optimize once the\u00a0strategies are\u00a0in place, by <a href=\"http:\/\/info.sundaysky.com\/next-gen-personalization-guide\" target=\"_blank\" rel=\"noopener noreferrer\">downloading this free resource<\/a>.<\/p>\n<h4><a href=\"http:\/\/info.sundaysky.com\/next-gen-personalization-guide\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/sundaysky.com\/wp-content\/uploads\/2016\/09\/SSKY_BeginnersGuide_Thumb-232x300.jpg\" alt=\"ssky_beginnersguide_thumb\" width=\"232\" height=\"300\" \/><\/a><\/h4>\n<h5><span style=\"font-size: 12pt;\">For more on this subject, check out the Adweek webinar recap: \u201c<a href=\"https:\/\/sundaysky.com\/blog\/getting-personalization-wrong-webinar\/\" target=\"_blank\" rel=\"noopener noreferrer\">Why You\u2019re Getting Personalization Wrong: The Future Of One-To-One Engagement<\/a>\u201d with SundaySky president Jim Dicso and guest speaker Brendan Witcher, principal analyst at Forrester.<\/span><\/h5>\n","protected":false},"excerpt":{"rendered":"<p>Geography, behavior, demographic, psychographic; all common characteristics used for traditional market segments. Brands have used segmentation to personalize customer communications for a long time, but is segment personalization enough in today\u2019s world?<\/p>\n","protected":false},"author":7,"featured_media":19981,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[],"blog-topic":[75,78,123],"class_list":["post-17525","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","blog-topic-best-practices","blog-topic-customer-care","blog-topic-personalization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beginner&#039;s Guide To Next-Gen Personalization [Ebook Download] | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sundaysky.com\/jp\/blog\/beginners-guide-next-gen-personalization\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beginner&#039;s Guide To Next-Gen Personalization [Ebook Download] | SundaySky\" \/>\n<meta property=\"og:description\" content=\"Geography, behavior, demographic, psychographic; all common characteristics used for traditional market segments. 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