Personalisation
Since 2014, the ANA has surveyed our members to identify the marketing word of the year. The ANA staff identifies a list of finalists and then asks members to cast their vote to determine the winner. This year, voting was done online during the week of November 18. In total, 341 members participated. “Personalization” was selected by ANA members as the ANA 2019 Marketing Word of the Year. Representative verbatim comments from those who voted for personalization are: Personalization is what customers expect. Every current and prospective customer expects that your brand knows them and can deliver what they want.Consumers are busy. Too busy to invest time with anything that’s not relevant to them personally. It’s all about relevancy, aka personalization. “Make it all about me.”We now have the tools to pay off this benefit. Technology is enabling marketers to personalize consumer experiences and communication.In today’s world of “me,” personalization is how people want to consume information. Experiences need to be relevant and unique to the end user at nearly every interaction.We’re all striving to show value to customers in a way that’s relevant to them. Technology is changing the way marketers are able to do so, and we’re all united by our efforts to showcase personalization.As marketers we can no longer think about customers as just a single large group. If we assume all customers are the same, then we are not meeting their needs.Personalization is the holy grail of brand marketing. It provides the ability to speak directly to the consumer or shopper with the right message, at the right time, in the right medium.Other top choices in the ANA 2019 Marketing Word of the Year voting were equality and inclusion, data, and in-house. Previous ANA Marketing Words of the Year were brand purpose (2018), artificial intelligence (2017), transparency (2016), content marketing (2015), and programmatic(2014).
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