441: How Personalized Marketing Can Evolve Your Companies Value with Dave Edelman

Marketing Today with Alan Hart

Dave Edelman is a sought-after advisor on digital transformation and marketing, a professor, and an author. He teaches marketing at Harvard Business School and advises top executives on AI and personalization. Dave began his career as a young consultant at the Boston Consulting Group, where he coined the term “Segment-of-One Marketing.” Dave also guided Aetna (now part of CVS Health) as CMO through its transformation into a digitally oriented, customer-centric brand. Recognized multiple times by Forbes as one of the “Most Influential CMOs in the World” and by AdWeek as one of the “Top 20 Marketing and Technology Executives,” Dave has attracted over 1.1 million followers to his LinkedIn blog. His upcoming book, Personalized: Customer Strategy in the Age of AI, will be published by Harvard Business Press in October.

On today's show, Alan and Dave discuss Dave’s upcoming book and the importance of personalization for companies. They delve into the '5 Promises of Personalization,' exploring how effective personalization can transform a company's brand and value proposition over time. They also examine the key conditions required for successful personalization marketing, and how the personalization index can be used to assess and enhance a company's personalization practices. Additionally, they discuss how personalization can unlock the growth potential of AI.

In this episode, you'll learn:

• The 5 Promises of Personalization and how they can add value to your company
• How AI can enhance personalized marketing
• Tips around building trust, a key component to personalization

Key Highlights:

• [01:40] Dave’s passion as a jazz player & how it parallels business
• [03:35] How Dave got into personalization
• [07:13] Why this book and why now?
• [09:03] Conditions needed for personalization
• [13:33] The 5 promises of personalization
• [18:40] Digging deeper into “Reach Me”
• [23:10] How trust factors in
• [25:33] How do you get better at “Delight Me”
• [28:44] Evolving your value proposition
• [32:00] Experience of your past that defines you
• [34:05] Advice to younger self
• [35:12] A topic that you and other marketers need to learn more about
• [36:27] Trends or subcultures others should follow
• [38:18] Largest opportunity or threat to marketers today

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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