Use CRM Data To Build Relevance — And Avoid Message Overload
Media is changing, from the way we consume it to the types of parties creating it. As more CPGs invest in building out “owned” media to make the most of their CRM data, the competition for attention is growing. The result is a lot of branded content clutter.
Engaging directly with consumers requires a combination of pushing messages to them while also creating the kind of content that pulls them in. Unfortunately, companies often get that latter bit wrong. Here are a few hints for what to do — and what not to do — when it comes to using data to personalize and target content:
Data as personalization engine
