The Evolution of Personalization

Personalization has evolved significantly over the years, beginning with direct marketing methods such as telemarketing and direct mail in the late 1980s. Early personalization relied on basic segmentation, where companies targeted individuals based on previous purchases, but lacked depth in understanding customer preferences. With the advent of the internet, marketers started utilizing real-time data to refine their approaches, moving beyond simple targeting to more nuanced strategies that aligned offers with individual behaviors. This shift introduced a range of digital channels, allowing marketers to tailor experiences based on user interactions and engagement as opposed to mere demographics.