“The revolution will not be televised.”
“The future is already here—it’s just not evenly distributed.”
If you’re like me, a marketer who was around to participate in several revolutions in digital, you’ve been hearing about the promise of 1:1 marketing for more than twenty years. But the rise of mobile, combined with the power of big data and machine learning, means that 1:1 marketing—which today goes by the name personalization—is a clear and current opportunity.
Or a clear and present danger, if you’re not prepared to compete. If you want to take part in this next revolution. it’s time to catch up, or be forever left behind.
That’s the conclusion I reached this Fall, after Kahuna commissioned a survey to the Ascendant Network, an exclusive, invite-only professional network for the most prominent and progressive marketing executives – from companies like American Express, Time Inc, Macy’s, and many others. Please download “The Future Will be Personalized.”
- 100% surveyed said omnichannel engagement, the path to personalized, 1:1 marketing, is “critical” to their marketing strategy, yet only six percent said they’re ready to execute.
- 78% of those surveyed said the top challenge for providing an omnichannel experience was the lack of resources and tools.
- 72% cited how disparate data from different systems was creating a significant hurdle to achieving a 360 degree view of the consumer.
In other words, there’s a rapidly widening personalization readiness gap, and the gap is driven largely by the average marketer’s inability to access, understand, and act upon data about their customers—across all channels, what we mean when we say omni—to provide personalized communication with their customers at scale.
Personalization at scale used to be the holy grail. But to quote William Gibson, “The future has arrived—it’s just not evenly distributed.”
At Kahuna, we’re committed to closing the personalization readiness gap. It’s core, in fact, to the Kahuna Way: helping marketers everywhere to become more wise, more expert, the makers of magic (the definition of Kahuna) in their own markets.
In 2016, we’re launching a new educational initiative that includes public events, workshops, and content for senior marketing professionals who are seeking to augment their skills by becoming more digitally fluent, and customer savvy, and getting ahead of the curve.
To learn more or to share what you are experiencing at the front lines or fringes of the revolution, please connect with me here. We’re in this together— marketer to marketer, 1:1—and our work is just getting started.
We’ve put together an infographic with some of the data insights from the whitepaper. I encourage you to share it with anybody you think will find it useful.
- Julie Ginches, CMO Kahuna