Gartner, in its report, “Marketers, They’re Just Not That Into You” predicts that by 2025, 80 percent of marketers will drop personalization efforts. Yet personalization recently was ANA’s “word of the year” for marketers. Here are three reasons I believe marketers should value speed and efficiency over granularity in prioritizing data investments for 2021 and beyond.

1. I Want You To Know Me…at a Safe Distance

Consumers love the short distance from impulse to purchase enabled by digital powerhouses like Amazon, Netflix and Nike.

Barry Levine, writing for Marketing Dive, says we live in an age where more than half of consumers expect brands to deliver a perfectly curated experience, one that anticipates their buying habits and needs.

Yet consumers are increasingly concerned about privacy. Gartner reported 41 percent of consumers found it unnerving to receive a text from a brand or retailer while walking past one of their physical stores, and 35 percent felt the same way about seeing pop-up ads on social media for products they’ve previously searched online.

2. It’s Not (All) that Deep

Person-level data is only available for digital channels. If you market via traditional media as well, as most consumer brands do, you need to allocate the macro-level data from these channels to the same micro level in order to get a truly unified perspective.

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