In this episode of In-Ear Insights, Katie and Chris talk about personalization and customization of content. In an era when privacy regulations are throttling data marketers can obtain and the media environment is in total chaos, how do we still manage to customize and personalize?

In order to customize your content without data about people, you need to be willing to talk to people and collect feedback about their likes, dislikes, and needs. This takes time and effort, but it is the only way to truly personalize content for your audience.

1. Companies need to prioritize collecting customer data in order to personalize content effectively.

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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

## Christopher Penn 0:00

There’s chaos and controversy everywhere.

And yet, we are still being asked as marketers to be able to offer personalization customization provide a, a single view of the customer show a great customer experience.

But our ability to rely on on data that is clean that is working, that is useful continues to diminish.

So cainy, how do we customize our content, without data about people to build on that?

## Katie Robbert 0:41

And so, you know, this is something that, you know, I’ve always said, like, you know, the cookieless future, it’s going to be a problem for like, the lazy marketers who only rely on that information.

But if you are talking to your customers, if you’re doing feedback surveys, if you’re mining your CRM data, for support information, then you’re not going to have a problem.

And so when we talk about the data, the data exists, it’s just a matter of whether or not you’re going to put in the effort to from people.

And that I think is then becomes the difference.

So if you want to, you know, customize your content.

So we as consumers, now with, you know, the where technology is, have this expectation of personalization of everything, we don’t want to give up our data.

But somehow, we also want to make sure that it’s an experience that’s unique to only us.

And so the way in which that happens is by the consumers being willing to give feedback about themselves, what they care about what they like, what they don’t like.

And then yo