Personalization 2.0: Identity Matching For Individualized Marketing [Forbes]
Forrester Research, Inc. (FORR)
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Source: Forbes
Getty Getty In the 20-plus years I have worked in the marketing and data industry, one of the most poignant and pivotal initiatives I have seen cast into the ever-flowing and sometimes murky marketing conversation is identity matching. The concept is by no means brand new. In fact, it’s been around for several years now and has proven to be a fundamental part of marketing in the 21st century, along with the likes of other significant advancements, such as the cookie, data science and the consumer journey. Today’s marketing is about the evolution of personalization into what is now considered true individualized marketing. It is marketing communication created for the individual, at the moment they need it, and there is no other identical instance of that communication out there. The most critical component of communication is listening. What are your customers saying? What are they searching? What are they browsing? By understanding all of the clues consumers
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- FORR's page on the SEC website