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Nir Eyal writes how marketers are increasingly personalizing their products and services to meet their customers’ changing needs, and how customization used in conjunction with powerful persuasion techniques provides new weaponry to boost customer engagement and drive profits.

“Mass customization, of the kind used by Amazon to predict which products to offer based on past behaviors, is increasingly supplemented with “personalized persuasion,” whereby the psychological technique used to appeal to the customers is tailored to increase the intended action. Companies not only customize their experiences to give customers what they want, but they also keep tabs on users to present their messages exactly how the user wants it.”

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Nir Eyal blogs about the intersection of psychology, technology, and business at NirAndFar.com. He is the author of the forthcoming book “Hooked: How to Drive Engagement by Creating User Habits.”