Forbes interviewed Greg Kihlström in an article discussing clever ways to efficiently personalize a marketing campaign. Here’s what Greg had to say:

Look at ways to personalize that don’t necessarily involve a lot of different content variations. For instance, look at how the timing of the content or offer corresponds with the customers’ actions, or determine their preferred channel of communication. Personalizing the timing and channel doesn’t involve the labor-intensive task of creating multiple versions of content and graphics

Read the rest of the interview and article on Forbes.com