Brands know they need to personalize — but many haven’t figured out how

These days, everybody seems to be jumping on the personalization bandwagon, which is great, but I’ve noticed that brands often struggle with exactly how to do it. That’s why I believe there is perhaps no marketing buzzword more important than “personalization.” Try Googling it: a search turns up nearly 100 million results. Brands are spending millions on “getting personal” with customers. A recent Gartner survey found that CMOs across industries spend over 14