Page 63 - Grapevine Jan-Feb 2020

Marketing & Innovation

2020 The Year of Personalization

By: Scott Moss and Susan DeMatei
A ccording to Forbes, 2020 is going to be the Back in the 1990’s when the internet and data

year of personalized marketing. The current tracking was young, there was a public outcry con-
opinion is that we are all so bombarded
with advertising and emails that we now tune out cerning privacy and personalization. Individuals
were nervous about the newly formed “cookie”
anything that isn’t specifically relevant to us. When technology and didn’t like being tracked online and
Ad Age asked executives the one thing anyone were suspicious about loyalty cards being scanned
could do to impact their marketing in the future, a at checkout in stores. But now, we take it for grant-
full third of them answered “personalization.” And ed that when you leave something in a cart you’re
Conversant Media noted 94% of customer insights going to see an ad for it the next time you log in to
and marketing professionals they surveyed listed Facebook, and we don’t feel creeped out when we
personalization as either “important,” “very import- buy kitty litter at the grocery store and we get a
ant,” or “extremely important” for meeting their coupon for cat food along with our receipt.
current marketing objectives.

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