The Difference Between Personalization and Segmentation

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Consumers not only prefer to be engaged by personalized communications, they now take them for granted (and, increasingly, demand them). And if they are ready to learn to use the latest features of digital tools to enjoy the benefits that come from personalization, it is equally true that their loyalty to a company depends directly on the fluidity and ease of the experience with that company: on the efficiency, punctuality and quality of the response that the company has provided to meet their needs.

It may seem obvious but this is probably the key step: a personalization strategy must take into account consumer needs .

To develop a full awareness of these same needs, it is necessary to iran whatsapp resource start from an in-depth reflection on the target audience , an audience that, to be described in the most exhaustive way possible, must be broken down into significant segments . Before going forward, let's stop for a moment: is there a difference between personalization and segmentation ? And if this difference exists, in 2023, is it still central to the process of building a personalization strategy?



The Basis of a Personalization Strategy:
Personalization and segmentation are two methodologies often used interchangeably. In reality, they do not coincide but rather represent two stages within the same continuum . They share a common goal: to refine the customer experience . A goal that they pursue using the same resource: the information collected on the potential customer .