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Content marketers need to get (really) personal

Tom Kaneshige | June 3, 2015
The good news for marketing tech pros is that customers want personalized service both in-store and online. The downside is that they want to see only what's relevant to them and they will punish brands that don't deliver this. What’s a marketer to do?

Trust appears to be the answer to this dilemma.

Other studies show that consumers are willing to give up personal information to brands they trust. But this, too, is a Catch-22: In order to build trust, marketers must forge a personal relationship with a consumer, yet bombarding the consumer with irrelevant messages undermines this trust.


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