These days, there are a lot of companies buzzing about personalized marketing. In fact, a recent survey conducted by Ad Perceptions and Conversant highlighted that 73% of agency and brand-side marketers agree that personalization represents the future of digital. So it seems that everyone is jumping on the one-to-one train. But if you look at the definitions of personalization that are being touted by vendors for marketers, it’s evident there are as many interpretations of “personalized marketing” as there are companies who claim to deliver on it. Unfortunately, most companies fall short of creating genuine individual relationships with people; many companies only scratch the surface of what a comprehensive personalized program can really offer clients and consumers. In order to get personalization right for a brand, we need to first define what it needs to have. So, here’s a “no compromises” definition of personalized marketing – one that gets to the heart of what marketers really want.