MarTech Podcast ™ // Marketing + Technology = Business Growth The History Of Personalization
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Jan 6, 2025 David Edelman, an Executive Advisor and Fellow at Harvard Business School, explores the fascinating evolution of personalization in marketing. He discusses how data-driven strategies have transformed customer interactions from basic direct marketing to sophisticated approaches. With a focus on adapting to consumer preferences, Edelman emphasizes leveraging AI for impactful campaigns. He also shares innovative examples, like personalized video content enhancing customer experience, proving that understanding individual needs is key to marketing success.
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Early Personalization as Targeting
- Early personalization was about targeting specific customer segments, like sending specialized catalogs based on past purchases.
- This was reductive, focusing on efficient budget spending rather than true individualization.
Internet Era Personalization
- The internet brought the ability to gather real-time data and act on it in the moment.
- This enabled showing relevant content based on search history, landing page, and retargeting efforts.
Personalized Videos at Aetna
- David Edelman, at Aetna, used personalized videos to explain complex health plans.
- This improved customer experience, reduced call center volume, and increased email open rates.