Good morning: The goal is relevance

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Good morning, Marketers, and what is the best way to personalize your messaging in 2022?

It might be different this year than in recent years. Everybody is different, of course (that’s why marketers personalize). But there are indications that more consumers across the board are leery of the data that’s out there about them.

One solution to these concerns is a more transparent conversation about the data and how it is used. Another solution is more data. It doesn’t necessarily have to be more personal data – it can be contextual and predictive in nature. But the goal for any personalized messaging, now more than ever, is relevance.

Relevance, helpfulness…value. The value exchange with the consumer has to overcome any marginal, or more troubling, concerns over privacy.

Chris Wood,

Editor

Shorts 

Quote of the day: “Web3 treats individuals as owners not as products,” Charlie Silver, CEO, PermissionIO

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.