The fierce competition among brands in various industries highlights a clear reality – customers are constantly presented with a multitude of choices.

This is why the importance of creating memorable experiences to engage customers cannot be understated. To thrive in today's market, brands must prioritize creating value and establishing meaningful connections with customers that go beyond mere product or service offerings.

Personalization is a critical aspect of creating experiences that are relevant to customers. A lot of this is dependent on understanding your customers on a granular level and using customer, journey, and campaign insights to tailor your interactions with them.

This is where personalization marketing software can help you.

In this article, we'll talk at length about why such a tool can be an integral part of your tech stack, what features to look for, and more.

But, before we get to that, let's cover some basics.