Should you try to personalize your content? Is it even possible?
Much of the content advice you’ll read says yes (while acknowledging how hard it is to do).
But a recent article in Marketing Week proclaimed personalization unachievable.
The authors cite two reasons to give up on personalization. The first is that real personalization is impossible because it assumes you have perfect data on every customer. The second “fatal flaw” (as they call it) is that personalization doesn’t work even if you have perfect data on everyone.
