Customer Marketing 2.0 for Online Retailers: Personalize or Vaporize

The Future: Personalize or Vaporize
The future is already here; only retailers that are able to interact with their customers in the context of their affinities and preferences will succeed. Customers expect their favorite retailers to understand what they want and need, and it's the marketer's job to proactively provide those offers to the right customers at the right time in the right way.

When done correctly, brand-customer interactions become more frequent, the relationship deepens and brand loyalty increases. Those marketers who fail this challenge will foster negative brand equity, lose customers to the competition and overpay for new customer acquisition.

Online retailers must learn to effectively personalize their customer marketing ... or they will vaporize.

Richard Mitchell is the U.K. country manager for Optimove, a customer retention automation platform powered by predictive micro-segmentation technology..