All customers wants a unique, personalized experience, irrespective of how they interact with a brand – be it in-store, on an app, via a website, or wherever. With the prevalence of mobile and connected devices which give marketers access to vast customer data, and technologies such as analytics and machine learning, it is increasingly possible for companies to offer omni-channel personalization. But marketers also need to focus on identifying their “best customers,” instead of spreading their resources thin, says Rajesh Jain, founder and managing director of Netcore, a global marketing technology firm.
Jain defines “best customers” as those who “spend more, stay longer with you and spread your message more.” These customers, says Jain, have the greatest lifetime value for a company. In a conversation with Knowledge@Wharton, Jain talks about how technology is shaping and transforming the future of marketing.
Below is Article source: https://knowledge.wharton.upenn.edu/article/omni-channel-personalization-future-marketing/
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