What actually is personalization? It’s an act of producing or designing something to meet individual requirements. But in Digital marketing, personalization is all about helping an audience to have a richer experience with content or information that they have shown a preference for while also selecting what kind of content they might interact with in the future. When an experience is personalized, the user instantly feels a connection with the message. There’s an element of feeling understood. Personalization goes beyond brand awareness. However, now a days customers are expecting personalization in every campaign. They want to be treated as an individual with unique traits. Personalized campaigns turn browsing customers into buying customers. Brands will only get better at personalized marketing. So, if you want to compete you should start thinking about it soon. The very first step in personalization is data discovery to source the information that will provide a meaningful understanding of customers. Then, by using customer data platforms, it’s possible to define the probability of customer engagement when presented with certain content. If used well, personalization can improve your conversion rate. Both Businesses and Consumers can take numerous advantages from personalized marketing. Consumers want brands to get to know them as well as understand when to approach them and when not to. Personalized content can now be delivered through whichever touchpoint the customer prefers. Personalization is a key part of customer experience, with intelligent use of data. Traditionally, personalization marketing had been associated with CRM (customer relationship management) and email marketing, where marketers messages to customers what they thought they wanted. However, now strategies are changing as consumers tell us what they want — and how, where and when they want it.