Research: Only 40 percent of ‘personalized’ messages feel personal

Our take: Research indicates brand managers, marketers should improve strategy, verbiage to increase engagement with consumers... |

Personalisation is not just about understanding the individual consumer – brands need to consider their overall approach based on country-specific, age and gender attitudes to personalised marketing, as well as the characteristics and attributes that make a message feel personal to their different audiences, or they risk alienating customers.

This is according to survey findings released today from Periscope By McKinsey, which offers a suite of marketing & sales analytics solutions to help companies achieve sustainable revenue growth...

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