By Pranav Ahuja
Over the last year, I have spoken to over 100 marketers working at SMBs and at enterprises. Most of them spoke about doing marketing personalisation. According to the Evergage 2018 trends in personalisation survey, 98 per cent of marketers believe that personalisation has some impact on advancing customer relationships.
Across the industry, we’ve been talking about doing personalised marketing for many years already now. Yet in reality, most brands of all scales from SMBs, MSMEs and even enterprises still struggle to do marketing personalisation. After spending over 2,000 hours speaking to over 100 marketers, I identified 4 key reasons why brands are still struggling to adopt personalised marketing.
But before we talk about the 4 challenges, let me walk you through a marketing campaign use case. Say a retail store wants to reactivate their lost customers. Today, they’ll create a group of customers who haven’t ordered for over 1 year
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