In this segment, an agency-side speaker explains that personalization in marketing spans a broad spectrum—from simple name insertion in emails to the comprehensive orchestration of a customer's entire journey across paid media, landing pages, emails, product detail pages, offers, and discounts. The speaker notes that over 150 brands have been worked with, highlighting that every tool and platform is increasingly focused on leveraging cross‑channel data to create highly tailored experiences that improve conversion rates and customer enjoyment. The discussion underscores the industry-wide push toward deeper personalization across email, SMS, and other channels, and hints at technical considerations that will be explored by a colleague.
Chapters
We've worked with over 150 brands to date on the agency side. But personalization is really interesting because you think of like personalization can be the name that's being shown in an email, it can be the content, or it can even be like the entire journey that a customer is being served and the orchestration of all components within that. So there's personalization and it, to your point, Jimmy, earlier, it can be kind of a buzzword and that can again mean the entire orchestration of the journey from the paid media ad to the landing page, to the email, to then whatever PDP they go to, the offer to the discount that's being presented, or it can be as kind of restrained as the name being shown in whatever they're you're opening on the email side. So what we've seen just being in this space for quite some time is personalization has been talked about constantly, and I think it's something that every tool, every platform is working towards because it's only logical that if you can actually use all of the data points that you have on a customer, their interaction across site and different content, you in theory should be able to personalize a journey for them that has a much better chance at not only converting them but also making them actually enjoy the process of whatever it is they're doing and within your ecosystem. So I think we've seen every single tool, every platform really push towards personalization over the past handful of years, whether that be on the email side, the SMS side, what have you. Constant battles, just be more personalized. I don't think— Jacob, you probably have more, more insight on the technical side and ways that you can go into that. I'd say something that we've seen.
