---
title: "Adweek: 3 Steps Brands Can Take to Have Personalized Conversations With Consumers in the Age of Automation"
url: https://burnaze.com/article/a700791f-fd7a-4d1c-8679-7733891a4037
source: "1851 Franchise"
original_url: https://1851franchise.com/adweek-3-steps-brands-can-take-to-have-personalized-conversations-with-consumers-in-the-age-of-automation-10691
category: "Technology"
topics: ["Technology"]
published: 2017-02-27T18:13:01.000Z
modified: 2026-11-01T04:13:29.730Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/6eda036c0c09ede624841874097ab2a37334.jpg
---

# Adweek: 3 Steps Brands Can Take to Have Personalized Conversations With Consumers in the Age of Automation

**TL;DR:** Brands can have personalized conversations with consumers in the age of automation by gathering data, creating media moments, and using strong creative formats. According to a report from ModernComment, 90 percent of consumers search for reviews before purchasing a product.

*originally published in 1851 Franchise on 2017-02-27. [Read the original](https://1851franchise.com/adweek-3-steps-brands-can-take-to-have-personalized-conversations-with-consumers-in-the-age-of-automation-10691).*

## Story

As digital technology continues to play a more important role in marketing and advertising, it’s increasingly important for brands to find new ways to connect with consumers on a personal level. It’s no secret that customers value that level of communication—according to a report from ModernComment cited by Adweek, 90 percent of consumers search for reviews before ever purchasing a product. That’s why the publication rounded up three ways that brands can reach consumers individually.

**Data:** By gathering data on their targeted audiences, brands have the ability to identify the groups that they should be gearing their message towards, as well as how best to communicate with them. This “audience first” approach helps brands identify media insights on their base.

**Media:** After collecting the right data, brands can then create moments within the media that boost their visibility and consumer engagement. By building a strategy that aligns with their target audiences, brands can boost their communication with customers.

**Creative:** Those media campaigns can’t get off the ground without strong creative to back them up. Each message, from social media platforms to content marketing pieces, needs to be accompanied by the right creative format in order to resonate with consumers.

## Entities

- 1851 Franchise (publication)
- General (sector)
- digital technology (topic)
- consumer engagement (topic)
- personalized conversations (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/adweek-3-steps-brands-can-take-to-have-personalized-conversations-with-consumers-in-the-age-of-automation-10691). Summarized by Burnaze (https://burnaze.com/article/a700791f-fd7a-4d1c-8679-7733891a4037).