Personalized_Marketing.jpgAs customers continue to lose patience with irrelevant advertising messages, one-to-one marketing is becoming the key to achieving and retaining a competitive edge. Seventy-three percent of customers prefer to do business with brands that use personal information to make their shopping experience more relevant, and the popularity of ad blockers is further proof that this trend will only grow.

Yet, many businesses still struggle when it comes to personalizing customer engagement. Sixty percent of brands aren’t able to deliver personalized content in real time and 70 percent fail to use personalized emails. In a recent report, luxury brands emerged as the businesses that are most behind in email personalization. For these brands that are shaped by brand recognition and customer loyalty, this lack of one-to-one outreach represents a significant loss of opportunities.

So what is holding these businesses back from delivering one-to-one customer engagement? It’s not a lack of willingness to improve customer experience and relevance across channels. In many cases, it comes down to technology limitations.

To personalize digital customer experiences, businesses need four key capabilities: account registration, preference management, data privacy management and a single view of the customer.

Account registration enables businesses to know who customers are in order to personalize interactions. Brands can securely capture Personally Identifiable Information (PII) and use it confidently to interact with customers. Preference and data privacy management allows customers to share with brands what they are interested in and how they want their data used.

Finally, a single view of the customer can aggregate data from different data stores, channels, apps and devices in real-time. It ensures that accurate data is used consistently across channels to deliver personalized experiences. It also provides marketing teams with the insight they need to tailor relevant offers and communications.

Identity and Access Management solutions that meet these requirements can give businesses the tools they need to drive one-to-one marketing. They provide a comprehensive solution that enables personalized customer engagement.