Let’s face it—today’s consumers are in the driver’s seat. They choose the brands and experiences. That’s why more brands are getting personal today. By creating human-centered experiences, and making them work, you can drive your consumers from their device-dominated existences to engaging with your brand. Here, Anne Houghton, VP-Creative, North America at Freeman, outlines five ways to take that step

Step 1: Know Your Audience

A no-brainer, right, but personalization begins with knowing your audience’s wants and needs. What are their pain points? What do they care about?

Step 2: The Human-Centered Experience

Once you know your audience, put yourself in their shoes. Visualize their journey and how to make it more meaningful and relevant.

Step 3: Digital Deployment

Layering a digital communication plan that begins prior and continues during and after the experience is another way to ramp up the personalization factor.

Step 4: Drive Forward with Data

Data from personalizing an experience is invaluable when moving customers to the next point on their journey. The more information you can obtain, the more effective you will be.

Step 5: Go Face to Face

Despite advances in technology, people are still human. They truly like face-to-face interactions. This is a marketer’s dream when projecting your brand in a most impactful way

This article appears in the new November/December 2018 issue of Connect magazine published by NextPage, which can be found online here. If you would like a free print subscription to Connect, please click here.