Coca-Cola is customizing social media ads for viewers. The beverage brand is bringing back the Share a Coke campaign and addressing the bottle to the person viewing the ad in his twitter feed. Social media is one of the many areas in which personalization is expected to increase in the next two to three years. As of now, just 20% of brands are personalizing their social media efforts, but that is expected to increase to 60%.
Despite the optimistic outlook for personalization, the industry is in nascent stages. L2’s Intelligence Report on Personalization finds that just 7% of retailers have technology in place to recognize consumers across different channels and devices at all times. Investment in the area is bound to pay off since 52% of consumers have admitted to buying more when recognized across channels.