A marketer’s guide to more effective personalization


Image via VentureBeat post

What do rogue animals crossing a chaotic highway and rapid-fire mouse clicks have in common? More than you may think.

When I was visiting India a couple of years ago, I made sure to keep my wits about me whenever I crossed a street since pedestrians, bicyclists, all kinds of vehicles, and, of course, livestock all share the road. Few traffic laws exist, and even fewer are obeyed. No one on the road is paying attention to anyone other than themselves, much less the color of the nearest traffic signal. It’s chaotic and, yes, a little frightening.

But digital marketers go through something similar every day on the job. The digital signals from our online visitors fly at us from all directions as we do our best to decipher who each visitor is and what they are looking for. We’ve got to keep our eyes wide open and react quickly, lest we become the next roadkill: an irrelevant brand.

*Note: This is an excerpt from a guest post on VentureBeat. Read the rest of the post here.