To talk about digital marketing strategies is to talk about a wide variety of practices and tools that can help a company improve its performance in areas such as sales, branding and positioning. One of the most outstanding strategies and sometimes not as exploited as others is personalization. Personalization in the context of marketing refers to the ability of a product or service provider to deliver an experience tailored to a customer's needs with the intention of adding value and increasing the perceived quality of the product or service.