Marketers have been evolving toward one-to-one marketing communications for over two decades. Now with the capabilities of digital and mobile channels, companies can move beyond mass mailing to deliver the next level of personalization—which consumers have come to expect.
Most companies have started down this path. Yet marketing organizations are struggling to operationalize the vision at speed and scale. Many are exhausted by the effort and have realized that working harder and applying more resources to the challenge is not sustainable.
Marketers need new ways of working that are powered by new operational disciplines and new technologies. The result can be lower costs, reduced regulatory compliance risks and improved marketing spend effectiveness.