Personalization, or the ability to cater messaging to individual customers, is widely expected to be one of the biggest marketing trends of 2017.
That’s in part because it offers brands the potential to deliver precisely what consumers want, as well as the potential for enhanced customer loyalty. But personalization has evolved far beyond simply addressing customers by their names. In fact, now the bar may be set at offering distinct web and mobile experiences for each customer.
That being said, in the immortal words of Spider-Man’s Uncle Ben, “With great power comes great responsibility.”