A wealth of new technologies have enabled marketers to go beyond segmentation to personalization, delivering exactly the right message at the right time to the right individual. This course will explore the tools and strategies available to create highly personal experiences for your prospects. We will discuss the application of customer relationship management (CRM), marketing automation, email marketing and real-time personalization softwares, as well as how to create an ecosystem where each can work with the others to create a unified experience for the prospect.
These tools and tactics support both business-to-business (B2B) and business-to-consumer (B2C) marketing strategies, but are more commonly applied in the B2B space. All marketers will come away from this course with a better understanding of how technology is changing the marketing landscape from a broadcast, one-size-fits-all mindset to a laser-focused, personal experience.
Key deliverable from this course:
- Selection of one or more marketing personalization tools/tactics to support your plan
This course is part of the Digital Marketing Certificate. It can be taken as part of the certificate or individually.