Personalization in marketing is a necessity and a double edged sword. On one hand, your customers are easily annoyed with generic messaging. And on the other hand, your customers may feel it’s a violation of privacy. Both reactions are valid, but that doesn’t mean you should find personalized marketing intimidating. In fact, it means just the opposite.  Historically, marketing efforts have been largely based on casting a wide net with generalized messaging. Such tactics lead to less conversions and cause consumers to tune out. Raise your hand if you’re guilty of changing the channel during a commercial break… Today, we have access to so much information about our customers. A lot of which they are freely sharing online. By using data that is readily available, you create opportunities for personalized experiences – and there’s a reason why using personalization in marketing results in increased conversion rates.  Read on to learn why personalization in marketing is a necessity in 2020.