Demystifying personalization

As marketers, we often hear the term “personalization” used in connection with other buzzwords like omnichannel, one-to-one, hyper personalization, at scale and so on. But this phraseology rarely brings us closer to the true meaning of personalization.

Brands turn to technology to solve the personalization riddle – trying to muddle through solutions that take them closer to personalization at scale in order to personalize their CRM. Technology is a part of the equation, but it doesn't stand alone and will not solve the myriad problems of marketers.

As marketers, we must remind ourselves that relationships are not binary. A relationship is not guaranteed to us because someone bought our product or gave us their email address. It's something we must continually re-earn in the way we treat the customer.


A relationship can be formed out of a thousand different sentences strung together in a meaningful order, where we continue where we last left off, and we truly see one another – listening, responding, remembering and respecting.

Chandra Mostov

Global COO, Wunderman Thompson MAP

Building and maintaining relationships

Strong relationships are built over time as a series of interactions. And one of the benefits of a good relationship is its built-in ability to forgive.

How we build the relationship as humans should be our foremost concern when we create copy, engagement strategies, or a loyalty program; when we leverage data, buy technology and design operating models. It is about building meaningful and lasting relationships by creating mutual experiences and conversations that connect the brand to each individual as humans over time, across touchpoints and channels. It is our north star, guiding every move we make.

This is what we mean when we say humanizing the relationship between the brand and the consumer.

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