Exploring the evolution of personalization in digital marketing from 2019 to 2024, we’ve gathered insights from a CEO & Founder and a Senior eCommerce Marketing Manager. From the increased use of AI and data to the strategic navigation of privacy concerns, these two professionals offer their perspectives backed by real-world examples. Discover how the focus on personalization has transformed in their responses.
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Increased Personalization with AI and Data
In my opinion, the emphasis on personalization in digital marketing has significantly increased from 2019 to 2024. With advancements in AI and data analytics, companies are now able to tailor their marketing strategies to individual preferences and behaviors more effectively than ever before.
For example, a clothing retailer can use customer data to send personalized recommendations based on past purchases and browsing history, creating a more engaging and relevant shopping experience for each customer. This level of personalization not only improves customer satisfaction but also drives higher conversion rates and brand loyalty in the long run.
Alex Stasiak, CEO & Founder, Startup House
Navigating Privacy with Zero- and First-Party Data
As privacy policies and data-sharing practices have become tighter over the last five years, many brands have worried that they’ll be unable to target their paid marketing in a thoughtful, personal way.
Fortunately, zero- and first-party data are becoming more of an emphasis for marketers and SaaS tools, which allow your audience to offer consent more easily and you to use key profile attributes (i.e., name, birthday, categories of interest, site behavior, past purchases, etc.) to improve core messaging and lifecycle marketing efforts.
Your email and SMS marketing efforts, for example, will thrive on personalization—guiding folks through their customer journeys and lifecycles in a more thoughtful way. The landscape of paid media is rapidly changing, where broader segmentation can often yield better results to get leads, who are then nurtured in a more personalized way in owned marketing channels.
Piper Martz, Senior eCommerce Marketing Manager, Epic Gardening
