Introduction 


Personalization is touted as one of the core tenets of cross-channel marketing, and for good reason. 
Studies show that 91% of consumers are willing to buy from brands that offer relevant recommendations. And companies that provide an emotional connection with customers outperform their competitors  by 85%. 
What’s more, 72% of consumers say they only engage with personalized messages, further reinforcing the need for brands to deviate from the “spray and pray” approach to marketing. 
As a B2C marketer, your goal is to establish a 1:1 connection with your audience throughout the lifecycle. 


















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