Personalization isn’t exactly new. Brands have been exploring various degrees of personalized marketing and customization across every facet of a consumer’s experience for some time. What has changed, however, is the depth and breadth to which today’s consumer expects personalization. Now, brands are expected to deliver an entirely personalized experience tailored to the individual, from targeted product recommendations to dynamic content to real-time, personalized communications.
The hyper-personalization and personalized marketing that is expected of modern CPG organizations is ultimately achieved through robust data and analytics capabilities supported by an obsessive, empathic understanding of the target consumer. Companies need to be thinking about how they can more effectively understand the consumer and leverage these new capabilities to provide an integrated customer experience. In doing so, authenticity, transparency and relevancy need to stay top of mind to ensure that messaging speaks directly to the consumer’s needs.
All of this said, I am excited to welcome Idoia Hidalgo and Musa Jose to this week’s edition of Taking Stock around personalized marketing. Both are leads in Clarkston’s Sales and Marketing practice and, together, we will discuss the topics outlined above, with a focus on why it is so important for companies to not only understand their consumers, but tap into what they truly value.
You can download and listen to the Personalized Marketing: Taking Stock with Idoia Hidalgo and Musa Jose podcast episode here.
In this podcast series, Clarkston Consulting Partner Steve Rosenstock sits down with experts and thought leaders from both within Clarkston and throughout its consumer products and life sciences client-base, covering a range of topics from industry trends and consumer dynamics, to organizational governance and business strategy. Steve provides you access into the passions of its guests and allows you to benefit from their stories, knowledge, and deep expertise.