Here are three things for marketers to consider:
- Data hygiene: data hygiene needs to be done on a continual basis, not just quarterly or even monthly.
- Segmentation: hyper-personalization is no longer a feature, it is a requirement. Shifts in buying patterns have made this personalization even more important at the start of a campaign, no the middle.
- Content creation during COVID: some marketers may be so focused on personalization and hygiene, they overlook developing quality content that has concise messaging and a straightforward call to action.