iMedia Connection Blog

Now that we know targeting is all about understanding how one behaves, versus who they are (see my previous post), the term ‘personalization’ should take on a whole new meaning. If your marketing approach is smart enough to define and monitor individual customer behaviors, then the delivery of personalized offers should follow suit.
THE MYTH: Segmentation equals personalization.
Does everyone who falls into a certain behavioral profile have the same needs and wants at any given time? Most likely not.
Although the availability of dynamic customer data is helping mobile marketers shift their focus from demographical profiles to behavioral ones, there’s still an all too common practice that stands in the way of true personalization.
You probably know it well.  It’s segmentation.
You track and analyze how different customer behaviors impact desired actions. You define behavioral profiles, i.e. high spenders, moderate users, balance hoarders, etc.  You identify segments of customers based on these profiles.  You send offers to each segment.
That’s personalization, right?   Well, not exactly.
What about the behaviors that someone displays before they become a ‘moderate user’?  Or the predicted behaviors that may alter this classification? What about the customer’s current context?  Or their motivations for action after receiving an initial offer? What about... Read more