Customer Relationships: Don't Be Afraid to Get Up Close and Personalized

Here's a quick quiz:

Which of the choices below most closely resembles the typical relationship your marketing team has with your audience?

  • They are strangers who might randomly happen upon each other and try to strike up a conversation.
  • They are acquaintances who recognize each other and can chat casually, but rarely go beyond small talk.  
  • They are friendly familiars who interact in the same social circles and engage in common interests, but haven't quite connected on a one-to-one level.
  • They are trusted companions who understand each other's passions and points of view, and feel comfortable sharing an experience or working together to solve a problem.

Whether you are looking to take a casual customer relationship to a deeper level, or want to maintain a trusted connection you've already established, chances are your business can benefit from adding personalization to its marketing strategy.



Personalization involves taking cues from the consumer data you gather, and using that information to craft and deliver messages tailored to the individual's relevant needs and interests. There are lots of ways to personalize marketing content — from customizing a newsletter with a recipient's name, to issuing a coupon based on her prior purchases, to sending her a friendly reminder that she has items waiting in her online shopping cart.   

There's little doubt that businesses today need to embrace any opportunity to communicate on the consumer's terms. However, this type of campaign needs a lot of fuel just to achieve proper lift-off, let alone to stay aloft over the long term. In fact, according to the latest Future of Content report from Rapt Media, as discussed in this article from KoMarketing, 83% of marketing content creators consider personalization to be their top obstacle.

Why is it so challenging? For starters, it can be difficult to manage the complex processes that go on behind the scenes — from gathering and analyzing the necessary data, to properly segmenting the audience, to developing and deploying meaningful content across all the appropriate digital channels. Even worse, if your messages are placed in the wrong context, or your campaigns are based on incorrect or incomplete data, personalized content can be seen as an unwanted, or even upsetting intrusion – scaring potential supporters away, instead of drawing them into your business's inner circle.

At Prove, we have evolved processes that help our clients take full advantage of the power of personalization — as well as a wide range of insight-driven techniques that have the potential to increase ROI while reducing marketing costs. If your business is interested in pursuing a customized consumer acquisition and retention solution, give us a call — we promise you'll get our undivided attention.   

What's Up Next?

Why Choose To Work With An Agency? - Why hire an agency for marketing initiatives when you already have a team in place? The short answer is that an agency can offer a diverse mix of expertise and ideas in a way that is more cost-effective to your business than hiring specialists internally. Here are some considerations to help you decide if working with an agency is a good idea: →

About Prove

Prove is a new kind of customer acquisition, retention, technology and analytics agency. We are redefining the way marketing works, by having a single-minded focus on results. Our approach minimizes marketing risk and maximizes short-term and long-term results through a disciplined process. Our philosophy is to leverage the power of Mass Personalization to increase ROI while reducing marketing costs.

We call it Acqretention™, the process of converting an anonymous audience that is always just a click away from the competition into Connected Prospects. In this way, we support direct response results, but we retain the engagement of prospective customers who are earlier in the buying cycle.

Our approach involves a framework that ensures marketing success we call Little Bets. We get into market quickly and generate learnings through extensive testing, then go big with the winning ideas, messages, offers, channels and technologies. We'd like to do that for you.


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