In a world where everyone is exposed to constant marketing through every conceivable media channel every day, messages that are not relevant to the target will be utterly ignored. And don’t blame the consumers for it, either. You, as a consumer, are trained to ignore irrelevant messages, as well.
In this consumer-centric environment, personalization is something all marketers must practice constantly, not only to increase the level of customer engagement, but also to not be ignored completely. And if your messages keep getting ignored, decreasing click-through rate isn’t just some annoying KPI that doesn’t look good in front of your boss, it may be an existential threat to your organization.
This content was originally published here.