The pandemic opened new opportunities for personalization

I’ve written extensively about the importance of being “the most human company” in your niche. New research from McKinsey shows that the pandemic has elevated personalization as a critical component of any marketing effort going forward.

Meaningful personalization — something more than slapping a name at the top of an email — is not only a crucial capability, it’s one that punches above its weight, no matter whether the company is a digital native, a brick-and-mortar player, or a behind-the-scenes producer or supplier.

The report concluded that:

• Personalization matters more than ever, with COVID-19 and the surge in digital behaviors raising the bar. Three-quarters of consumers switched to a new store, product, or buying method during the pandemic.
• Seventy-one percent of consumers expect companies to deliver personalized interactions. And seventy-six percent get frustrated when this doesn’t happen.
• Personalization drives performance and better customer outcomes. Companies that grow faster drive 40 percent more of their revenue from personalization than their slower-growing counterparts.

When asked to define personalization, consumers associate it with positive experiences of being made to feel special. They respond…