Personalization

With advances in artificial intelligence and machine learning, there’s no reason not to personalize — unless you actually want to imperil your brand's business. 

Wilson Sporting Goods introduced an online platform that lets tennis players design their own rackets.

With consumers no longer distinguishing between their online and offline activity, CPG marketers must connect the dots across touch points to build integrated buyer profiles.

With consumers increasingly buying products "anywhere, any time," brands and retailers must deliver engaging experiences that capture their attention before, during, and after the physical shopping experience.

Nestle brand Just Right by Purina added an interesting "element" to its product personalization methodology this month by encouraging dog owners to take a closer look at their pets' poop.

The investment allows for enhanced consumer engagement and targeted personalized food and beverage recommendations, as well as advanced Big Data analytics.

Consumer brands have long desired to be connected to and know their consumers. Now that new technologies have made this level of engagement possible, Jeffrey Sampson dives into what constitutes personalization," and what it is not.

By 2020, 7.7 billion people will be online, 6.1 billion will have smartphones, 200 billion things will be connected to the Internet, and everyone on earth will have one thing in common. They will all be just for me digital consumers.New business models, business processes and ways of working are emerging.