by Shobhana Chandra1, Sanjeev Verma, Weng Marc Lim, Satish Kumar & Naveen Donthu
Personalization is a key strategy for marketers to deliver relevant and engaging experiences to their customers. However, personalization is not a one-size-fits-all approach. It requires a deep understanding of the customer’s needs, preferences, and behavior, as well as the context and goals of the marketing campaign. In this article, the authors review the current trends and challenges of personalization in marketing, and propose a framework for designing and implementing effective personalized marketing campaigns. They also discuss the future directions and opportunities for personalization research and practice. If you want to learn more about how to create personalized marketing campaigns that deliver value to your customers and your business, read this article now.
https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21670
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Cognition & Commerce. 