#Hashtags, The Gartner Marketing & Communications Podcast Demystifying Personalization
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Jul 24, 2024 Gartner VP Analyst Alex de Fursac Gash discusses the flawed beliefs guiding CMO investments in personalization, urging a shift towards more effective strategies. They explore finding the right balance in personalization, navigating data privacy concerns, and emphasizing the importance of talent over technology for successful marketing outcomes.
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Stable Personalization Motivations
- The motivations for personalization haven't fundamentally changed in a decade: noise breaking, better relationships, and increased sales.
- Despite this, personalization spends surged 30% year over year even as marketing budgets remain constrained.
The Sweet Spot of Personalization
- More personalization is not always better; too much can feel inappropriate and alienate customers.
- A Goldilocks "just-right" sweet spot exists between too little and too much personalization.
Hospital Route Message Example
- A brand sent a new parent a message detailing the fastest route to the hospital one week before birth.
- Though helpful, the timing and knowledge felt invasive, illustrating the risks of overpersonalization.