The ANA’s Marketing Word of the Year for 2019 hits particularly close to home for many marketers and the consumers they target. The ANA annually has surveys its members to identify the marketing word of the year.
This year the winner is “Personalization.” It beat other choices including: equality and inclusion, data, and in-house.
Staff at the New York City-based ANA identifies a list of finalists and then asks members to cast their vote to determine the winner. This year, voting was done online during the week of November 18, with 341 ANA members participating.
Previous ANA marketing words of the year are: Brand Purpose (2018); Artificial Intelligence (2017); Transparency (2016); Content Marketing (2015); and, Programmatic (2014).
Some of the verbatim voters’ comments included:
According to the ANA’s Marketing Knowledge Center (MKC) “Ask the Expert” service, member questions on personalization started to pick up in 2018 and accelerated in 2019. The MKC “Ask the Experts” team issued a report on personalization in mid-2019 that included these highlights:
Despite the promise of personalization, marketers should use caution with their personalization strategies and tactics. Per the MKC “Ask the Expert” report, there is data suggesting consumers can be underwhelmed by marketing efforts to personalize interactions, and there is a perspective that more personalization does not necessarily provide a better experience. There is some consumer skepticism, lack of understanding, and even mistrust over the use of data for marketing purposes.
Nonetheless, personalization presents significant opportunities for marketers to deliver more relevant communications and experiences for consumers and customers. Get more information at this link … https://bit.ly/36cQZKH
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