The biggest challenge of the company these days is to get the attention of customers. Not only creativity, originality, and product quality are the decisive factors influencing the purchasing decision but also an individual approach to the client and the attractiveness of the message.
Growing customer expectations have a negative impact on entire industries. Customers always expect personalized service. They don’t have the patience for marketing in general and a call from the sales department is the last thing they want. Thus, a better understanding of customers’ needs by marketing teams is the key to stay competitive.
Currently, many companies, especially those selling online, appreciate the role of personalizing marketing communication, emphasizing that its biggest benefit is the adequacy in relation to the customer’s needs.