Digital Marketing News featured my thoughts on 1-1 personalization as part of their contrarian week. I don’t always go against popular opinion, but being a marketer, product manager, and computer scientist I do tend to see through the hype associated with marketing technology and trends.
Marketers have to be relevant in order for their efforts to be worth anything. But chasing the elusive (and difficult to achieve) goal of 1:1 personalization may actually be hampering revenue potential. There is a way to remain targeted and relevant and provide a great user experience while increasing the LTV of each individual user in your database, and a category-based program might just help you strike that balance.