We’ve all been on the receiving end of a poorly targeted ad campaign. Maybe you’re a 25-year-old who has received multiple offers to join a retiree organization. Or a 30-year-old single man with no children whose mailbox was bombarded with diaper coupons. It’s annoying, if mildly amusing. It’s also becoming a thing of the past. As digital platforms proliferate and marketing becomes more data-driven, campaigns are increasingly personalized. Consumers now expect to be addressed by their correct names and to receive offers based on accurate information. In short, they expect personalization.
