Alterian’s Eighth Annual Survey How Engaged Is Your Brand?
The marketing industry continues to move from mass communication to true personalized engagement with consumers. Social media is gaining ongoing momentum, allowing consumers to hold much more control over their interactions with brands. As marketers begin to embrace this new phenomenon, a true shift is taking place, abandoning what was once broadcasting and welcoming individualized interaction between the consumer and the brand. While simply including a customer’s name in marketing communication signifies some degree of personalization, individualization is far greater. The essence of ultimate engagement, individualization takes into consideration the customer’s preferences, including what they would like to receive, when and in what channel.
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