When it comes to marketing, long gone are the days of a business sending out a homogeneous message and hoping it “stuck,” that is, resonated enough with the customer to result in increased sales. Thankfully, that finger-crossing is over. In the context of today’s digital revolution, reaching out to customers takes a whole new form. Reasons for this are two-fold: technology now allows businesses of all types to find out a whole lot more about their customers before a marketing strategy is even formed: they can learn a customer’s browsing history, past purchases, social media habits, a general idea of their preferences, and more.
