5.3. Personalization of the Marketing Message
The aforementioned examples are close to fulfilling a marketing manager’s dreams, in which clients receive, at the right place and at the right time, a marketing message that is adjusted to their needs. Still, it is not an easy task, and badly targeted marketing messages are more usual:8
- Untimely message. A client is identified properly, but the message reaches him or her too late.
- Irrelevant message. A client is identified properly, but when he or she receives the message, he or she takes no interest in an offer.
- Repeat message. A client repeatedly receives the same message.
- Unqualified message. A message sent to a client is misunderstood; it may also happen that there is no chance to serve him ...