Suzy Fig, Alex Andreyev, Sarah Wilson
Shouldn’t all marketing be relevant? Brands have access to more data than ever, especially in digital, so there is increasing potential to create more personalized experiences. But consumers are savvy and do not want to feel stalked by advertising. Brands now need to demonstrate value to the consumer at every single touchpoint. In this Viewpoint, we review the opportunities and obstacles for personalized marketing and present a way forward.