Personalization has become an integral part of marketing strategies. Sarie Drake from R2i discusses building the foundation for a personalized UX Strategy(user experience strategy). Personalized marketing became important once the digital era began, but really took center stage with the rise of UX (user experience) design. Mass marketing has been a favored strategy for over a century and just now is its popularity dwindling. Personalized experiences are taking over – and are here to stay.

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