Mass Marketing is dead, that's nothing new. In a world dominated by the culture of "Me", one size doesn't fit all. Customers - no matter what their socioeconomic status is - want to take center stage. They want to be loved by the Brands they love, in return for their loyalty.
If you are not willing to take care of your customers’ emotions, desires and needs, they will devote their soul and heart to your competitors. In this ever-customer-centric scenario, personalization goes from being a nice-to-have to becoming a must-have.