It’s fair to say that no two people are the same. Each person has different interests and different perspectives. Advertisers have known this for years and have increasingly been applying it to their marketing efforts through personalized email campaigns, dynamic banner ads, dynamic keyword insertion and other personalization technologies. But until recently, advertisers were unable to implement this approach in the world of video advertising which is, after all, the most engaging and powerful medium available to them.

Advertising on Google and Facebook has become the standard way to generate leads, and why wouldn’t it? It’s measurable, performance-based (well, sort of… as we’ll see below), offers broad reach and rich segmentation and is relatively straightforward. Better yet, according to many industry reports, this ad spend generates healthy returns. In fact, the Google Economic Impact report claims that every $1 spent on Adwords generates $2 in revenues.

Marketing has evolved from somewhat of an art into a very precise and quantifiable science. No marketing campaign should ever be rolled out without a robust understanding of how to measure whether your campaign was a resounding success or, contrarily, a bit of a let-down.

Perhaps the biggest shift we've seen in marketing over the past decade or so is towards consumer empowerment. Due in large part to the sheer volume of companies out there vying for the attention of consumers, as well as advances in media technology and the role it plays in marketing, consumers now have a lot more power and control over which brands they choose to interact with - and how. From choosing to skip Youtube ads to selecting which among the hundreds of marketing emails they receive to open, the ball is truly in their court and brands must adjust their marketing accordingly.

I think most of you reading this will already know – we are big time fans and long-time champions of all types of marketing personalization. One of the most cost-effective and high impact ways of personalizing your marketing is through email. E-mail marketing in general is great because it allows us to send relevant, targeted messages to our leads and customers, no matter where they are in the customer lifecycle. The possibilities for a brand to grab the mindspace of their customer are endless, but so are the hurdles. When done right, personalized and segmented campaigns: convert leads...