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marketing messaging

Beyond Personal – Why Individualization Is the Key to Marketing Success

As marketers, we’ve long viewed personalization as a good thing. Segment your users based on shared characteristics and target them with appropriate content and offers. Sounds simple right? But with the ever more distracted consumer, it’s not that simple. New research from Cloud IQ,  has, in fact, revealed a personalization paradox – brands believe their personalized approach is exceeding consumer expectations but it’s actually having the opposite effect. Consumers are feeling overwhelmed by irrelevant communication and…